THAI Smile Airways have selected S&P to produce special in-flight menu sets for celebrating the milestone of THAI Smile’s 8th Anniversary, the packaging is a gift set for giving out to passengers during the flight. The package consists of an outer box that can be carried, a cake box, and tea bags inside. The idea of “SMILE IN WONDERLAND” came from the tea party in Alice in Wonderland, including naming the Berry Fairy Cake and Banoffee Fairy Cake, etc.
The design approach must first start the thinking process from the outside.
Since this packaging set must be loaded onto the plane into a container, its design and sizing depend on the size of the container, as it will be put in a slot that fits in the crew’s cabin ready to serve. Once the size is fixed, I have to calculate the size of the outer box to be able to fit snacks and fit in the cabin container in order to know the exact amount, not waste space and that makes the package unable to move due to take-off and landing.
Choosing a lightweight, strong, and food-grade paper that can withstand temperature changes well. The choice of printing color is also food grade printing color for the safety of passengers.
And also designed the packing method so passengers can easily take out and eat, safe, beautiful, and not spilled during the flight.
Once you get the exact outer box size, then come to design the packaging with the concept of bringing the number 8 from the theme to celebrate the 8th anniversary of THAI Smile Airways as a key visual. The number 8 has a universal auspicious meaning, which means infinity.
Because it is a celebration of stepping into the 8th year, the number 8 is a prosperous number with a beautiful shape. So there was a creative idea to bring the number 8 to a meaningful design or to add a gimmick to it, starting with the outer box that serves as a carry handle in case passengers take it away. Therefore, a large number of 8 has been designed on the handle part. Die cut a hole in the upper circle of the number 8 so that passengers can put their hands around and carry them. The intention is for passengers to hold hands and move with THAI Smile in the 8th year and forever (number 8 = infinity).
The cake box and the tea bag inside also bring the number 8 as a gimmick. The cake box will put the picture of the cake in the number 8, the tea bag will hang the tea cup with the number 8 to complete the design as a campaign and fit together into a beautiful set.
Choose a French sweet shop pastel color palette to match the “SMILE IN WONDERLAND” concept, add victoria-style line art to the story of Alice’s tea party in Wonderland, and bind the story of number 8 into the artwork.
In addition to the design, some of the raw materials for making tea and cake components have been selected from the Royal Project, and other farmers to enhance sustainability for Thai farmers including tea leaves from northern plantations. This concept is the working philosophy of S&P Company.
- Agency/Creative: Dusadee Lamkijja , Chanwut Hothai
- Article Title: Thai Smile Airway’s 8th anniversary “Smile in Wonderland” Gift Set Packaging Design
- Organisation/Entity: Freelance, Creative
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Thailand
- Agency/Creative City: Bangkok , Pai
- Format: Bag, Box
- Substrate: Pulp Paper
- Keywords: WBDS Creative Design Awards 2022/23