• Transform magazine
  • December 07, 2023


Alternative Airlines rebranded in bid to become world’s most popular flight bookings website

AA CS Logo

The online flights-only booking company, which was founded in 2007, turned to London-based branding agency Lantern to redesign its identity. Hoping to propel the brand to becoming the world’s preferred choice for flight bookings, Lantern was responsible for redefining the company’s strategic positioning and creating a new visual identity.

By providing various payment options, unrivalled route choices and a human customer care team, Alternative Airlines’ mission is to help customers ‘book a flight without the fear’. Lantern’s work needed to reflect the service’s ease and flexibility.

The starting point was found from the new brand essence, ‘Freedom to fly’, which sought to identify customers’ common frustrations. The brand now adopts a tone of voice and creative messaging which addresses these issues: ‘Book without the emotional baggage’, ‘Fly now, pay later’ and ‘Easy booking, no turbulence’.

Elsewhere, the visual identity is heavily informed by a guiding arrow which may sit alongside the new wordmark or as a standalone asset, and echoes Alternative Airlines’ online-only nature.

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Lantern senior designer, Baz Forrister, says, “Alternative Airlines knew that their existing logo and visual identity didn’t accurately reflect their offering and level of service. Following a series of interviews and surveys from those within the business, it was clear that what set them apart from the competition was their level of flexibility, both in customer service and payment options, providing greater ease to their customers. The new strategy and visual identity is a true reflection of this, and is one that everyone can now get behind and feel proud of.”

Alternative Airlines managing director Sam Argyle adds, “Working with Lantern was as effortless as our new look. They have positioned us as the true alternative in the sector – an antidote to complexity and the home of high-tech, low-stress flight bookings.”