Fly Away With Me
In branding, perception is reality. Looking to improve the perception of their check-in process at Frankfurt international airport, Lufthansa came to frog for an overhaul. After discussions with the frog team, however, the airline decided to do more than streamline their ticket counters; they rethought and revitalized the airport experience. We helped redesign the check-in kiosks, the wayfinding signage, and the airplane interiors, with the end goal of updating the reliable brand to one of technical sophistication and old-fashioned romance.
We blended technical sophistication with the romantic history of aviation to update Lufthansa's image and airport experience.
When we first took a look at what it’s like to fly with Lufthansa, we quickly realized that each trip was a continuous experience that stretches from the initial check-in, through the terminal, lounge, and gates, and into the airplane itself. It wasn’t enough to redesign the first part of the experience—or any one of them alone. Each element had to underscore the company’s reputation for reliability, and it was our task to create a new emphasis on friendliness, comfort, and relaxation. Together, frog and Lufthansa examined every aspect of the company’s identity: its brand architecture; the use of colors in its logo; the primary and secondary core values. We studied the experiences of passengers and staff to identify where improvements could be made. We sought to renew the importance of the airport as a place and as a space.
Along the way, we discovered some contradictions in traditional perception of what airline passengers like and don’t like. For example, “departure lounges” actually add to the stress of flying because most people are anxious about getting on the plane in time. They want convenience over comfort. So, we created an environmental design with maximum convenience as its central ethos. Sweeping
aerodynamic curves and non-traditional seating patterns in the lounge area smooth away passengers’ anxiety. Showers, conference areas, cafes, and configurable furniture add to travelers' personal needs.
A central challenge was building a new visual language for the Lufthansa brand. In the end, we blended nostalgia for the romantic history of aviation with the professional and technical expertise of the brand today. The shapes and materials of the interiors borrow from the language of airplanes, with the curved forms and metallic finish of a wing, the crisp professionalism of a pilot’s uniform. A new signage system helps passengers quickly navigate the large terminal with an aesthetic that combines efficiency and warmth.
We then extended this language into the planes themselves, designing seats so supportive and comfortable that customers can shed their anxieties and actually enjoy the experience of flying. Our attention to detail included even the redesign of footrests, water-bottle holders, and in-flight flatware. Lufthansa customers are now better cared for throughout their journeys, every step of the way.