Challenge

Gate Gourmet and Virgin Australia wanted to freshen up their inflight menu – creating more value-add for guests, whilst still being, primarily, an easy to navigate menu. 

Solution

Through  a number of workshops and discussions, the key elements of the menu were distilled and agreed upon by the three parties – everyone wanted a menu that was on-brand and easy to follow, clearly illustrating all key products and sharing some interesting supplier-based stories.

The photography was predominantly flat-lay, to let us get a number of products comfortably on a page, while also allowing for flexibility in design. Aesthetically we wanted to get some lengthy shadows in the shots, alluding to relaxation in the passing of time.

The bulk of the design was neutral in colour – focussing on Virgin’s lighter grey-based colour palette – this allowed us to ensure food didn’t clash uncomfortably with purple and red. Where possible we did have splashes of these colours coming though via the occasional background and call outs. The menu items themselves were consistently listed in the top left-hand corner of each spread, ensuring they were always quick to find.