KLM Royal Dutch Airline’s sandwiches on European routes will have new packaging from 1 June. This has been designed by students of the Avans/St Joost Schools of Art & Design in Breda, the Netherlands. At the beginning of this year, KLM announced the competition “Delicious Art”. The students were asked to come up with a design that is culinary, surprising, inspirational and energetic, and which corresponds to KLM’s distinctively Dutch character.
Together with its Facebook fans, KLM assessed the entrees. Silvie Buenen, Tom van der Pijl and Agnes Loonstra produced the winning designs. Soon the three winners will board a KLM flight where they will be able to admire their own products. The three designs will be used for six months on a total of five million packets.
Paul Elich, EVP KLM Inflight Services: “To inspire our passengers during their journey, KLM has been working for many years with established names in Dutch design, such as Marcel Wanders, Mart Visser and Viktor&Rolf. The Netherlands is full of young, undiscovered talent. By asking students of the Avans/St Joost Schools of Art & Design to design new sandwich packaging, we are offering young talent the opportunity to show their work to the whole world. We are thrilled that the winning designs relate so well to KLM.”
The KLM Inflight product label is called “Delicious”. This is printed on many of KLM’s Economy Class inflight products, such as snacks, meals, sandwiches and hot towels. The “Delicious Art” packaging will be used on board KLM and KLM Cityhopper European flights which last between 100 and 170 minutes. On flights shorter than 100 minutes they will be served until 09:00 hrs.
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