Designing for a no-fly premium travel experience.

Lumina was introduced as a new premium coach offering designed to elevate the Leger Holidays experience beyond its existing flagship vehicle, Luxuria. The project focused on launching a completely new travel experience and defining a distinct visual identity that positioned Lumina as a more elevated, aspirational, and premium way to travel across Europe.

My Role
Lead Designer

Tools
InDesign, Photoshop, Illustrator,
After Effects, Figma

The Brand
Leger Holidays

Leger wanted Lumina, its new ultra-premium coach fleet, to sit clearly above Luxuria, its existing luxury coach range, and attract more affluent travellers without putting off the loyal customers who already trust the brand.

As a brand-new product, Lumina had no look of its own. The brief was to create a fresh visual identity that captured Lumina as the very top class of coach travel and made its benefits obvious, so the higher price felt worth every penny while still feeling unmistakably Leger. My task was to design the full suite of launch assets, from paid social, digital ads and email through to web and printed brochures.

The Challenge

Working closely with the marketing lead and CEO, I started with the identity itself, pairing new typography with a refined palette to give Lumina a calmer “quiet luxury” style that still sat comfortably within the Leger family.

Imagery put the customer in the seat, showcasing features such as the panoramic glass roof and extra space, so the value of travelling on Lumina was clear at a glance. Paid social led new customer acquisition, with assets designed to stop the scroll and introduce Lumina to people who had never booked with Leger before, supported by digital ads. Email and web kept copy light, letting strong imagery and elegant type do the work, and the brochure carried the same restrained style into print.

The Approach

The identity established Lumina as the top class of coach travel, positioning it in a higher-priced market aimed at customers spending more per booking. By showing clearly what customers get for the price, the campaign made the premium feel worth paying for.

New customer acquisition, led by paid social, delivered results, with 32% of Lumina sales coming from customers new to Leger.