"The initial phase is now behind us and we are working to sharpen our profile and clearly position ourselves in the segment of vacations and higher quality private travel. The brand identity also expresses this and at the same time underlines our membership of the Lufthansa Group," explained the airline's CEO Bernd Bauer.

A progressive change

The new corporate image will be implemented gradually. It will begin on September 6 with a change in the brand's digital presence (website and social networks), followed by a change in the signage at Frankfurt Airport - one of its main hubs, along with Munich - and at service points in the rest of the world.

Uniforms and cabin interiors will follow in December. As far as disposable items are concerned, they claim that, for reasons of sustainability, they will wait until the old ones are used up and then replace them with those bearing the new design.

Over the next few months, new aircraft will be repainted, or those that are already part of the fleet and have only received a partial repaint or are due for a regular paint update.

A growing fleet

Discover Airlines' fleet currently consists of 22 aircraft, to which six more - five Airbus A320s and one Airbus A330 - will be added next year.

The goal is to have five short-haul aircraft in Munich by the summer of 2024, taking off 60 times a week to 23 holiday destinations. From 2025, long-haul options would be added.

At Frankfurt, ten Airbus A320s and thirteen Airbus A330s will serve 33 short- and medium-haul and 17 long-haul destinations.