Airline Trends OPINION
description of how to prepare wholewheat bread, and a photo of a sleeping baker, presumably exhausted from baking bread for KLM, and a list of the ingredients used to make the bread. Says Janna Oosthoek, manager
communications KLM Inflight Retail & Media: “Packaging is an opportunity for KLM to highlight its Dutch roots and tell a story. As packaging on many airlines is mainly practical and neutral, KLM believes it can differentiate itself through design and packaging.”
Icelandair Another airline that uses storytelling on its food packaging to connect with passengers is Icelandair. Each item on Icelandair’s buy-on-board menu has been given the Icelandic name – such as kvika and mosi – of one of the country’s natural phenomena. The packaging features more information of its meaning in English, as well as the places worth visiting in Iceland. Says Nikos Loukas of InflightFeed:
“The first thing one notices on the menu is how everything looks so different to normal airline food, as the eco-friendly packaging is intended to introduce Icelandic nature to passengers while they are still on board the plane.”
IndiGo, JetKonnect In India, JetKonnect – the low- cost subsidiary of Jet Airways – has hired Mumbai-based ad agency Grandmother to make plane food something passengers might actually want to eat, via fun, quirky packaging that features Indian touches. Each item on the buy-on-board menu features a different animation character and tells the story of his or her love for food. For example, the packaging of samosas is the tale of ‘Sam’ meeting ‘Hosa’, while the cookie packet is an ode to a robber, and features the words ‘chor-police’ (robber-cop in Hindi). With its creative packaging, JetKonnect took a page from the playbook of India’s largest LCC, IndiGo. When it launched its first flights in 2006, IndiGo worked with ad agency Wieden & Kennedy Delhi to design inflight items, such as food safety cards and sickness bags, with a mix of functionality and fun. Every food item served on board IndiGo flights comes in eye-catching packaging. For example, a sandwich that contains a lot of chilli is served in the style of a matchbox and the samosa packaging is delivered in a newspaper-like packet. And IndiGo’s triangular paid-for ‘Airwich’ boxes, in the airline’s words, “double as a sandwich box and a new medium to feature interesting stories and cool illustrations that make meals enjoyable beyond a few bites.”
Design competitions Airlines such as KLM and SAS
have also turned to the general public to crowd-source interesting designs. KLM ‘Delicious Art’ competition challenged design students to come up with a packaging design that reflected KLM’s Dutch character. After students submitted their entries, KLM asked Facebook fans to vote on the three best designs and during the second part of 2012 the airline served a total of five million sandwiches in the winning design packaging that featured playful drawings of picnic cloths or people who are cycling. To promote the reintroduction of
Facing page: KLM's wooden sandwich box (top) and Icelandair's kvika Above: Indian airline IndiGo's sandwiches served in the style of a matchbox with, left, the airline's triangular 'Airwich' box
free coffee and tea on its shorthaul routes, SAS launched a public contest for the design of a new paper mug. The winning design – was called ‘Go To Gate’ and was chosen by the general public out of more than 700 entries – it was featured by the Scandinavian airline for several months.
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