SAS Business Menu

Scandinavia is and has been known for it's high quality design and craftsmanship, yet Scandinavia is evolving into something more and something bigger than that. We're more curious and progressive than ever before, creating surprising innovations and diverse brands – while at the same time we're getting more aware of finding a sustainable lifestyle, focusing more on harmony in life and our own wellbeing. 

We're proud of our heritage and our future. We're proud to be Scandinavian. 

The Business Menu concept transforms a soft and calmful experience where we enhance the scandinavian peacefulness and harmony in the onboard experience – so when our travelers are above the clouds, they can sit back, relax and enjoy their time inbetween destinations.

We visualize the concept of clouds through a semi transparent paper that creates a soft and dissolved look and feel. The cover is in white with a blind embossed wordmark to emphasize on the cloudy feeling. The Seasonal Skies are a way of enhancing the different seasons and creating a new experience for frequent travelers. If possible, the concept would also work as a interchangable design depending on destinations. The seasonal motifs is energetic and flavorful as a way of contrasting the rest of the menu design. The gradient is a conceptual way of showing where the travelers are in the process of ordering. The closer to the arrival – the lower the gradient is. 

Design at Bold Scandinavia