![](https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=400&s=9a1d66167389f7a25aa767a3b20e9995 400w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=961edb67aca1acda06e5f1fd8cd9eea8 600w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=6232e32a6ea4d5c6eff07edffddcf0e6 800w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=cdef7def6226ab643184776edb29a796 1000w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=e092a93f4a3530a86d5ad43a8e6d668f 1200w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=8ae467e92c1bc374f5ba9cc56decdd0a 1400w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=84673adb757489b71f675e06fcec6ce2 1600w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=4cb2981d8eac246242ff52870996615f 1800w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=b3fbec00599a95af4de54c56cba205f6 2000w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=499d227a68e007d7d1f677770951ea53 2200w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=be1d6026ce167c49d1633b4684b8f8bc 2400w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=82abfb66cbde691c9a0a0793cdf804d6 2600w)
With growing low-cost competition, Scandinavian Airlines (SAS) knew it needed to differentiate itself – and its customer experience – from other airlines.
![](https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-0.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=28a9fce5542d5b0c5c0308f6f46dd1d5 600w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-0.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=029153547f71d2e3061b96d7d115a829 800w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-0.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=25e57db60a4518f33259a9a2c14b0c77 1000w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-0.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=8e5940c2c30ad6b1b96ea5f6c8e87c03 1200w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-0.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=e6ee0cf790403bea48622497b01d6768 1400w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-0.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=a861a348321e90f8c0a01f9ebc4f033a 1600w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-0.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=82325eb14332fbc5f7141fce78b7b5f2 1800w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-0.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=069c790181c4087ab1b0c4e63cec8d32 2000w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-0.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=44cbd5391ac86b1af7803e68a73c2779 2200w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-0.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=e0075f5c8dff2cecd9216c8c975666c1 2400w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-0.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=123d41f5907ec0c043091582b87f662d 2600w)
SAS challenged Designit to create a high-level future vision and reimagine the whole onboard food and beverage experience: from the service concept to the actual food and its packaging – even the supply chain. We started with extensive user research, observing and co-travelling with passengers and cabin crew to learn about their needs and pain points first-hand. To better understand back-end needs and operations, we visited SAS suppliers and worked closely with SAS meal-planners and the SAS service experience team. We even installed SAS plane seats in our offices to better understand how passengers experience meals.
Together we identified three core customer insights:
1) 'Flying sabotages my lifestyle' – Customers, especially Scandinavian travellers, wanted healthier food choices.
2) 'Flying is not about the food' – Food is important to the customer experience, but it needs to fit the context of flying, not a five-star restaurant!
3) 'The SAS service experience does not match the outside world' – Customers have high expectations and want a unique SAS experience.
![](https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=f65c93d6d0b61199a80ed966ae0018f5 600w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=be95255a06c4082a26bdbba8bef66b4d 800w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=0032eff680ef6396dadcbc6bc846ccfb 1000w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=8f1947d9b96e3be026b4b64940e2804f 1200w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=60ac89693073745a686de9753ec4d366 1400w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=d23b5605e755aa61711f7ed025b719c4 1600w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=0de57ccaf7c3b143aed275ba878032c6 1800w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=719c5c409fbbc41bcd29ec939daf824f 2000w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=b8572171c9eebf76dcf5dcff3116624c 2200w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=e224abdcfb5ca05228b2fcc0f6e68b64 2400w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-1.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=5fddc1545bdeea31250230bb8edd9984 2600w)
‘It’s not possible to reproduce a restaurant experience onboard, so we’ve created something completely new, that takes in everything the customer wants and delivered it. We think the Cube is going to revolutionise the onboard dining experience.’
Gustaf Öholm
Head of Onboard Products & Services
![](https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-4.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=cdc5e0e59e0b0e3a2597a07c6ceef4a3 600w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-4.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=8fff91187acb61597fb16e64dade4a21 800w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-4.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=18c771f57ae15a09efb888e6f34fe89f 1000w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-4.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=bd21bbc409d4d31c3c03b92be1f4a8fe 1200w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-4.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=10b79ee539d5537ee23552c88fceda38 1400w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-4.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=45caf44d44a37ed411cef4c4397bd433 1600w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-4.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=8ce964075536bfbe488ce3fb986c7389 1800w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-4.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=1bf43f647820c52328b464e89a4df7d1 2000w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-4.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=6bced1cd965333b5fdd6cae9b3672093 2200w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-4.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=bb6bbbb5ff1b47611e3f0b6083b26eb4 2400w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-4.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=4632cc551c445002c8ddbc9573d1c641 2600w)
![](https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-6.jpeg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=6d82ce1a39b9b2528319e494624ddad6 600w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-6.jpeg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=86fc4b912ddd3783b89af703f2371b54 800w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-6.jpeg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=baf1e52088357c377c4d60e21ce16e4b 1000w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-6.jpeg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=c06ddb4b8e3f49774986a5c9c681888d 1200w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-6.jpeg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=45b11d6b903d4a02672c0e667953e5b6 1400w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-6.jpeg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=46268de499955713bb6312d41e1496f9 1600w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-6.jpeg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=56b38cbc97035f3a5ec5763531d7d5af 1800w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-6.jpeg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=e1e6437bfea2cb608a1070ea83c23c0c 2000w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-6.jpeg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=f0db021fe45e73f7e6df564d70d92ccc 2200w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-6.jpeg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=9179392eb3ecb93cd58187bfde539c78 2400w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-6.jpeg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=2ca312218b9ef89a4b1491e5083058e9 2600w)
![](https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-3.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=0e453c0fdbe0cbde0264fa0befeb1750 600w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-3.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=a5fdca0a1eba450c10a6071992a98dce 800w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-3.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=2493bc4029d180af172ea386c016640d 1000w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-3.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=39398e02f27cdbfe07e142f6f401faaa 1200w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-3.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=f8dccd7ec4e91dec44f04138234a77f6 1400w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-3.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=86499941c9ca7b9b4bc5e4ce0064989e 1600w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-3.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=ce5e0d298b7f4df272afdecfbf12514c 1800w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-3.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=894989da43081970f35ac3b5b2d63355 2000w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-3.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=bab3457fb91b48203be5b05983d6a9b7 2200w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-3.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=430793b54ec53c8bdbfcc0a4f58a7d8f 2400w, https://designit-web.imgix.net/images/Case-studies/SAS-New-Nordic/SAS-NewNordic-body-3.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=5001a2967f19858d0888c13ae97dbb7d 2600w)
Based on these insights, we created The New Nordic food and beverage vision. Inspired by the food movement of the same name, it bridges tradition and future, with a focus on high-quality, local ingredients. Together we completely redesigned and rebuilt the supply chain and menu from scratch, with fresh, nutritious, locally-sourced ingredients. SAS now sources 95% of its food from local farmers, compared to just 5% before the project, with Norwegian fjord salmon, Swedish lamb, and Danish veal on the new menu.
The New Nordic concept continues into the menu and packaging concept, the 'Cube', with its cool white exterior and graphic illustrations of serene Scandinavian scenery. From the ingredients to the small, cube-shaped packaging, every component of this service is designed to be frictionless for passengers and cabin crew.
The modular meals not only give passengers more choices and personalisation but also reduce food waste. Meanwhile, meals are quick and easy to pass out and collect, convenient to eat while continuing to work or relax, and can be separated into plastic and paper for recycling.
Launched in 2017 on SAS domestic, Scandinavian and European flights, the project has furthered the sustainability agenda while reducing costs and creating an outstanding experience – tailored to travellers’ needs and true to the Nordic spirit of SAS.
Awards
Bronze Pentawards 2017
IxDA 2018 finalist
Svenska Designpriset 2017 nominee
Dieline Awards 2018
Details
Client
Get in touch
-
Frida Setterberg
-
Jakob Voldum