SAS new packaging - Cover image
SAS new packaging - Cover image

SAS new packaging

Scandinavian Airlines (SAS)

Looking to the future, SAS aims to reach substantial sustainability goals and lessen their
carbon impact by 2030. One of many steps towards more sustainable travel involves minimizing waste and use of fossil fuel plastics through a sustainable packaging solution. This new initiative also visualises to customers that SAS is on a sustainability journey.

The Challenge

The transformation of replacing material and emphasizing existing great material is visible through a design evolution, telling the story of the journey towards a sustainable experience. It was important to focus on a concept and design that is easily applicable on material in connection to food service as well as other material for onboard items. The visual message must also communicate premium & sustainability.

The Solution

The design elements developed for SAS are inspired by how chefs work with food. Choosing the best parts of each raw material and allowing them to interact. For the packaging design concept, we’ve taken the wordmark as a starting point: applying typographic details that can be combined in many surprising ways, like the food ingredients you find inside. We have translated this into our design, using portions of the proud SAS logo. By slicing these elements, we have created a cohesive package line. The material used is natural craft paper, with embossed stamps to signify
dishes and graphic shapes to distinguish menu items.