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21/02/2020

New Nordic by SAS

 


Design: Bold Scandinavia
Location: Sweden
Project Type: Produced
Client: Scandinavian Airlines – SAS
Product Launch Location: Global
Packaging Contents: Airline meals
Packaging Substrate / Materials: Paper / plant-based plastics

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

With an emphasis on reducing food waste and using locally sourced and seasonal ingredients, the Cube is environmentally viable with smarter packaging and contents including a brand-new external design.

 

The New Nordic by SAS Cube has been transformed with a design that minimises the use of oil-based plastic. The former inside plastic container has been replaced by an FSC-approved paper with a plastic coating and a plastic lid made from organic plant-based plastic.

The cutlery kits, wrapped in a paper napkin made from recycled material, are made of plant-based plastic and are adapted to each meal to minimise the use of resources, meaning that each piece of cutlery is offered only if needed.

 

 

The smart and sustainable design of the SAS Cube saves up to 51 tons of plastic per year. Not only that, the lightweight packaging will lessen the onboard mass balancing the carbon impact; an important contributing factor to sustainable travel.

For the packaging design concept, we’ve taken the proud wordmark as a starting point: by zooming in on typographic details, we create intriguing crops that can be applied to the packaging. These crops can be recombined in many surprising ways, just like the ingredients chefs have selected for the onboard menus.

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. The packaging material used is natural kraft paper, with embossed stamps that signify different dishes and graphic shapes to distinguish menu items and condiments.


What's Unique?
The sustainable transformation of replacing material and emphasising 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 the Cube as a main carrier of the concept and design, easily applicable to material in connection to food service as well as other material for onboard items. The visual message also communicates premium & sustainability.

The concept is based on the pride of being Scandinavian, which is reflected in the new aircraft design. With this inspiration in mind, the tonality conveyed is strong, proud, and contemporary. The concept also allows for the SAS logo to take over. The featured wordmark signifies that SAS is unafraid to stand-out with sustainability as well as visualise their journey. It is a bold yet understated nod to the SAS brand identity. One that is coherent and simple, as well as functional and most importantly sustainable.