Cannes Lions

New Nordic by SAS

BOLD, Stockholm / SCANDINAVIAN AIRLINES / 2020

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Overview

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Credits

Overview

Background

Scandinavian Airlines 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.

Idea

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.

Execution

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.

Outcome

New Nordic by SAS - a more sustainable onboard dining experience.

The smart design of the New Nordic by SAS cube saves up to 51 tons of plastic per year, and the lightweight packaging lessens onboard mass balancing the carbon impact, a contributor to more sustainable travel.

The container is made of FSC-certified paper approved by the Forest Stewardship Council and the food is locally sourced and seasonal.

The plant-based plastic used in the cutlery is made from vegetable oil, which is processed by natural fermentation and micro-organisms into a raw material that is compostable. SAS is proud to be the first in presenting this innovative solution for single use cutlery, the only plastic solution compliant with the European SUP (Single Use Plastics) directive.

“Every day we develop our service offering and constantly evaluate everything we load onboard. We remove what is not needed and work to find innovative solutions for our materials and packaging,” says Karl Sandlund, EVP & Chief Commercial Officer.

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