Vueling needed a new proposition to help its inflight retail programme perform better. gategroup Innovation Center was invited to pitch a new concept for their offering. After an extensive exercise of observation, crew interviews and design assessment, we developed a dining and boutique selection that resonated more with today’s passengers, and one that ticked all boxes in terms of usability and activation:
– Comprehensive, cost-efficient menu deals were created for both the airline and the passenger - evoking the sensation of a quick service restaurant.
– Reworking of the publication into an appealing two-in-one food menu and boutique catalogue. In addition, editorial content was introduced to communicate the offering through a natural narrative.
– The menu design was updated into an intuitive reference guide rather than a cluttered maze of deals, combos, single items and cross-references. This reduces valuable time for the crew who previously had to clarify the menu too often.
– The masthead is now instantly visible, sticking out of the seat pocket - recognizable between partner publications, safety cards and airsickness bags.
– Comprehensive, cost-efficient menu deals were created for both the airline and the passenger - evoking the sensation of a quick service restaurant.
– Reworking of the publication into an appealing two-in-one food menu and boutique catalogue. In addition, editorial content was introduced to communicate the offering through a natural narrative.
– The menu design was updated into an intuitive reference guide rather than a cluttered maze of deals, combos, single items and cross-references. This reduces valuable time for the crew who previously had to clarify the menu too often.
– The masthead is now instantly visible, sticking out of the seat pocket - recognizable between partner publications, safety cards and airsickness bags.
Editorial Design
Photography Direction (Photography © Margaret Stepien)
Partnering agency: McCann Worldgroup (Spain)
Photography Direction (Photography © Margaret Stepien)
Partnering agency: McCann Worldgroup (Spain)
