17: PRINT DESIGN (Packaging)
New Nordic by SAS - Scandinavian Airlines
|Title of Entry:||New Nordic by SAS|
|Entrant Company:||Bold NoA|
|Creative Agency:||Bold NoA|
|Creative Director:||Oskar Lübeck|
|Sector:||PUBLIC & SOCIAL|
|Account Executive:||Helena Tencer|
|Account Manager:||Lisa Kårfalk|
|Date of Release:||2019-11-20|
|Notes:||SAS aims to reach sustainability goals and lessen their carbon impact by 2030. One initiative towards more sustainable travel involves minimizing waste and use of fossil fuel plastics through a sustainable food packaging solution.
The smart design of the New Nordic by SAS cube saves up to 51 tons of plastic per year. The lightweight packaging lessens onboard mass balancing the carbon impact; a contributor to sustainable travel. The food concept by New Nordic transforms the meal experience on board, focusing on sustainability with locally produced and seasonal ingredients.
We’ve taken the wordmark as a starting point: applying typographic details that can be combined in many surprising ways, like food ingredients. 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.
|Other Credits:||Senior Designer: Ami Azaki|
|Other Credits:||Designer: Marcus Löfvenberg|
|Other Credits:||Strategy Director: Marjam Malmberg|