Concept development including naming, business case, identity, packaging design and manual. The challenge was to create an experience for the SAS inflight shop that facilitated a change from “free coffee” to profitable café concept, without decreasing customer satisfaction levels. The potential business case turned a cost of approximately 400 MSEK per year into a profit of 250 MSEK per year. The Deli in the Sky was aimed to offer a qualitative, local, healthy menu.

The identity center around an illustration that represents Scandinavian icons.