Touch, smell, taste, sight and sound – all five of our senses can be engaged to tell a story. Perhaps the scent of an inflight fragrance transports us to faraway lands; the texture of a blanket reminds us of cosying up with family, and of home. Maybe striking patterns on an amenity kit remind us of art we once saw in a foreign gallery or boarding music harks back to recent happy times on the holiday we’re sadly leaving.
By engaging our senses, design offers a powerful tool for airlines and transport providers to tell a story – that is, their story.
This is particularly true with inflight service. “Inflight service items present airlines with remarkable opportunities to effectively communicate their brand messages,” says Kara Cowan, Marketing Manager at Wessco International.
“When passengers find themselves in the unique environment of a plane, they are naturally more captivated and receptive to engaging with various products and advertising. This presents an unparalleled chance for airlines to connect with their customers on a deeper level.”
Adding value through culture
“To maximize this potential, it becomes essential for these items to be aesthetically pleasing, evoke a compelling narrative that resonates with passengers, and add genuine value to their lives,” adds Cowan. “By incorporating these elements, airlines can forge strong emotional connections with their passengers, leaving a lasting impression that extends far beyond the duration of the flight.”
Wessco considered this approach when designing the ‘Artist Series’ of amenity kits for LATAM. The kits feature a curated collection of custom artwork from eight distinguished and diverse Latin American artists. With each artist contributing their distinct creative flair and unique perspective, the resulting collection aims to serve as an ‘authentic celebration of the region’s artistic soul, intertwining a tapestry of colours, emotions and narratives that travellers carry with them on their journeys’.
“Storytelling is at the very heart of our design journey, guiding us from the initial spark of ideas to the final creation. At every step of the process, we immerse ourselves in crafting elements that not only seamlessly align with the airline’s narrative but also deeply resonate with passengers,” concludes Cowan.
Looking at a destination’s or airline’s home country’s culture is just one of many ways to tell the story of a brand and journey. When designing inflight service items from amenity kits to tableware, Michael Carr, Watermark’s Creative Director says: “We always start by looking for cultural references that relate to the subject, brand partner and customer we are working with – which could be anything from art, a place, music or even a person. This forms the central influence behind our ideas.”
“We then apply our understanding of materials, production and process innovations, to produce authentic products, driven by these ideas, that not only perform well but that are holistically considered with sustainability at their core,” he adds.
Conveying a message
So, how do you incorporate key brand messaging into product design? “It can be straightforward like additional items on tray tops or in amenity packs,” says Alison Wells, Director of Plane Talking Products. “However, some of our favourites over the years have been where the passenger finds the ‘message’ where you least expect it (and where an airline can have some fun with the branding) – on the flip side of a product, subtly woven into a label, engraved on cutlery are just a few examples. A long-haul passenger with time on their hands will find the hidden messages and if it ‘surprises and delights’ – they are more likely to remember it.”
“In addition to this, an airline can highlight inflight products that support their brand messaging – such as through the brand they select for their amenities onboard or in the material and design choices they have made when selecting inflight products. It’s a great opportunity to share that thought process with the passenger – so they can understand the provenance and values that underpin the airline’s product choices,” continues Wells.
“For example, if the products are made locally or support local causes because that fits with the airline’s brand values – then share that on the product, in the product and if you can inform crew to the advantages of certain products they can be a great way to champion and endorse the brand message,” she highlights.
FORMIA echoes this sentiment through its product development process. Ben Read, FORMIA’s Chief Creative Director, says: “Every airline amenity product developed by FORMIA is thoughtfully tailored for each airline customer by our in-house team of product design specialists together with our customer experience experts.”
“One recent example is our new partnership with Taiwan-based carrier, STARLUX, an airline that has been making waves across the industry since its launch in 2020. FORMIA facilitated their brand-new amenities program launch earlier this year, developing customised kits designed in the airline’s unique brand colour palette of obsidian grey, rose gold and earthy gold,” he continues.
“Through a fully-collaborative process together with the airline, we immerse ourselves into the airline’s own brand universe, to understand the messages they aim to convey to their passengers, all whilst taking into consideration their regional and demographic consumer insights to ensure the passenger is always at the heart of our creations.
“With each specific kit thoughtfully curated to match the airline brand’s message together with the passenger’s needs and desires, storytelling becomes a natural part of the design process.”
Talk to the kids
“Making connections between culture and inflight service items gives a sense of cohesion with an airline which will ultimately help to build brand awareness,” says Aimee Johnstone, Client Services Director at Milk, who create amenity kits for the youngest passengers.
For example, Milk designed, created and launched an onboard kit for Oman Air that is being used across its entire fleet of aircraft. The agency’s remit was to develop a kit that helped to keep children engaged during their flight and, in turn, enhance the flying experiences of their fellow travellers.
Two versions of the kit were created: one for short-haul flights and the other for long-haul. The short-haul contains a pencil case, activity book, pencil crayons and sharpener. The long-haul kit also includes a drawstring bag instead of a pencil case and stickers. Young passengers also receive a plush toy and a specially produced lunch box which contains their meal.
“In this particular brief, three characters – Sindbad, Farah and Saif – were created and are central to Oman Air’s core brand positioning,” says Johnstone. “Sindbad and Farah are young Omanis who love to travel and explore together whilst Saif is a turtle. The turtle was selected as it is a beloved animal in Oman; the country has five out of seven species and they are a common site on local beaches.
“Each character has their own unique personality, allowing connections to form between them and the different age groups and genders of the airline’s young flyers. By introducing characters that are representative of Oman, Milk wanted to educate, engage and entertain junior travellers about the nation’s history and culture. This also directly links to Oman Air’s own brand story.”
Blanket branding
“Onboard textiles such as blankets, cushions and bedding are literally in the hands of the passengers through the flight,” says Ellie Parkes, Business Development Manager at John Horsfall. “There is fantastic potential to make those items a tangible, design-led expression of the airline brand. Colour and logos are an obvious place to start, but even the material choices and small design and trim details can affect how the passenger feels and enhance the overall brand experience,” she adds.
Storytelling and brand expression are integral parts of John Horsfall’s design process. “We work with clients to get an in-depth understanding of their brand personality, and how they want their passengers to feel while they are onboard,” explains Parkes.
“Is this a classic, sophisticated brand who wants their customers to feel calm, soothed and high-status, or is it a quirky, light-hearted brand who wants passengers to feel joyful, excited and individual? The soft product can easily change to reflect those characteristics through the colour and handle of the fabrics, and through the use of pattern, trim and labelling,” she continues.
John Horsfall took this thinking and applied it to British Airways’ First class bedding. The team took inspiration from the essence of BA’s 2020 cabin enhancement programme which was ‘The epitome of Modern British Luxury tailored to make you feel exceptional’. The flagship cabin was to be a place where ‘sophisticated and contemporary British design meets impeccable service and attention to detail, all in the most elegant yet understated surroundings’.
“We incorporated these values, both literally and figuratively in the soft product,” says Parkes. “We used the classic herringbone, synonymous with British Tailoring, but made it contemporary by playing with the scale of the pattern and presenting it in soft, modern cream shades.
“The luxury element was achieved with an innovative cotton and polyester blend which gave softness and strength to the fabric, all finished with the lustrous satin binding and an elegant, branded label.”
Matchmaking
“Years ago, inflight service items may have been chosen randomly, but for some time now they have been selected not only for their function but also carefully and specifically designed to represent the airline’s mindset,” says Wolfgang Bücherl, Managing Director at skysupply. “They are a means of communication with the passenger and also add to the recognition value.”
“If the inflight service items are not done thoughtfully, this will have a direct impact on the perception of the airline as a whole. It’s not different from any other aspect, such as service or food. Neglecting ‘small’ features will eventually have a big effect,” he continues.
However, Bücherl believes that thoughtful brand partnerships can contribute to accurately portraying an airline’s messaging, too.
“The partnership between TAP and Benamôr is a perfect example of a (design) concept that is truly Portuguese,” he says. “Every detail, from the colours and materials to the logo, to incorporating the airline’s brand message and the brand partner’s corporate identity, is thoughtfully and holistically implemented. The stay onboard and in the destination will be preserved through the pouch, however, the amenity kit mirrors much more than a material object. It’s a symbol of a very personal, lasting experience”.
Whether it’s through brand partnerships or exclusively bespoke design, it is clear that inflight service items hold great power in conveying a message and telling the story of an airline.
So, what’s your story?
