Verbal branding for Lufthansa Group

A brand name for the travel experience of the future

The new way of traveling requires a new kind of naming. Lufthansa, with its otherwise predominantly generic naming, wants to live up to this claim: with an emotional name that stands for a holistic premium experience across all travel classes and seats types. Tailored to the wishes and needs of customers, with exclusive products and services from booking to landing.

As the lead agency for all name-relevant topics within the Lufthansa airline and Lufthansa Group, we develop the brand name “Allegris” for this purpose: a verbalization of the lightness, joie de vivre and joy that the inspiring concept embodies. Lufthansa Allegris goes beyond the norm by bridging sound rhythm and emotional symbolism.
‍

From name development to product architecture

A brand name never exists in a vacuum. That is why we simultaneously support a holistic naming and clustering approach within the 'Seat & Suite‘ nomenclature: including the new First Class Suite Plus, which induces awe on Lufthansa Allegris long-haul flights. Something we can confirm from our own experience.
‍

A name, a claim, a narrative

In cooperation with other Lufthansa Group agency partners, including Accenture Song, DDB Tribal and REINSCLASSEN, we provide the appropriate strategic embedding. Based on findings from the name development and taking into account the new Allegris claim “Truly Yours”, we are designing a brand narrative that will verbally raise Lufthansa Allegris above the clouds.