A holiday from the very first moment: That’s the promise behind Discover Airlines, founded in 2021. As the Lufthansa Group’s Quality Leisure Airline, it brings together exceptional quality and the joy of travel, with a focus on leisure travelers. Together, we translate the brand strategy into a distinctive brand design and brand experience that extends across the entire customer journey.
Joyful, Approachable and Easy are more than just brand values – they define what Discover Airlines stands for. We translate them into a consistent yet distinctive brand identity that works across a wide range of touchpoints, from large-scale brand experiences to the smallest details. This is how we create a versatile brand experience that connects with its audience and makes every vacation begin on board.
Diversity needs a shared framework: the design principles for Discover Airlines are always rooted in the brand identity and adapted to meet different requirements. Concept, design, and implementation work hand in hand to create a versatile and recognizable brand presence.
Inspired by the ocean, made for explorers: Ocean Blue is the new cabin design for Discover Airlines. Clear lines, bold shades of blue and carefully selected details create a modern, welcoming atmosphere. We bring the design, developed by PriestmanGoode, to life across brand communications and additional touchpoints beyond the cabin.
More than just a first look: a reveal event offered an exclusive preview of Ocean Blue even before the cabin was completed. Interactive installations and playful experiences showcased its materials and features. We were responsible for concept development, execution and coordination of the various activations.
Six destinations, six ice cream flavors: “Sweet Destinations” transformed both the Ocean Blue launch event and Frankfurt city center into an exceptional interactive brand experience. We adapted the existing concept of ice cream flavors as travel destinations for a range of formats and touchpoints and supported its development into a culinary journey through to the on-site experience.
When appreciation takes shape: at Discover Airlines, we express it through a diverse range of merchandise, creating a brand world our target audience can experience in their everyday lives.
With Discover Airlines, the holiday begins at the airport – for the whole family. Throughout the customer journey, we create playful touchpoints that engage younger travelers and bring the brand to life from the very start.
