STARLUX AIRLINES MENU & IN-FLIGHT ITEMS DESIGN

飛行是場抵抗重力的過程
也是抽離現實的美好體驗
品牌簡介
於 2020 年一月正式啟航,星宇航空以翱翔浩瀚銀河為願景,昂首成為天際線最閃耀的新星。秉持打造美好旅遊的信念,品牌從多方細節著手,翻轉普遍對高空封閉的不適印象,將遠離地表的航行重塑成一段愜意時光。呼應機艙內部低調的沈穩氛圍,酒菜單與備品的設計以降低多餘視覺干擾、及優化空服員的服務流程為首要考量。如同由大自然材質搭建的舒適太空艙,飛航空間除了作為旅途的短暫中繼站,也成就一場劃越雲霄星際、探索未知世界的質感體驗。
Background
STARLUX Airlines, the Taiwanese startup airline, celebrated the launch of its inaugural flights in January 2020, striving to soar up with a vision of exploring vast galaxies. Adhering to the belief of creating wonderful trips for all, the brand breaks the conventional impression of an uncomfortable airplane interior space, and redefines upper-air voyage with pleasant rest-time. Echoing the delicate, calm atmosphere inside the cabin, menus and in-flight items are designed with goals to reduce visual disruption and optimize service efficiency. Just like a warm, comfortable space capsule, this flying vehicle not only serves as a resting hub for the travelers, but leaves them a luxurious experience that shuttles beyond sky and star toward the unknown world.
設計方案
飛行是抵抗重力的過程,整體視覺將輕盈與懸浮的感受,帶入菜單設計、備品包裝與食物攝影:「無重力」與「暮曙光」為核心想法,描繪在飛行中觀賞天際星光的情境。色彩計畫擷取暮曙光的天光色調,轉化為更多樣的輔助應用色;同時也參考了機艙內部的配色與材質,營造出輕鬆舒適的用餐情境。備品包裝以天地交界線切割畫面,搭配日落的漸層色彩、與隱約低調的繁星點點;酒菜單封面使用餐器區分用途,輔助機組人員快速發放與收納餐本;而內頁的食物攝影則是模擬行星運行的軌道,呈現互引相繞、漂浮飛行的無重狀態。品牌引導乘客在機艙內如身處家般自在,讓飛行成為一種抽離現實的美好體驗。
Design
Aviation is the process against gravity. Notion behind the floating state generates a light, gravity-free perception. Incorporating such impression within the menu design, in-flight item packaging design and set photography for the cuisine, we aim to establish the idea of “Zero Gravity” and “Dawn Light” as the core visual theme, which depicts the scenery of boundless starlight beyond the horizon. The color palette captures the natural skylight and transforms it into more variety of secondary colors, and which also refers to the interior color and materials of the cabin to generate comfortable dining environment. In-flight items are decorated with shining sparkles on gradient colors, wine list and menu cover uses different utensils as new visual language, assisting the crew to accomplish services intuitively and proficiently. Photograph of cuisines in the menu cover illustrates the orbiting of planets, which various food ingredients hover and revolve around one another. STARLUX aims to establish a relaxed, enjoyable atmosphere for airplane cabin, offering all guests a surrealistic, whimsical flying experience.
  • Client
    STARLUX AIRLINES
    星宇航空
  • Services
    Menu Design
    Packaging Design
    Photography proposal
  • Year
    2020 - Present
  • Art Director
    Leo Huang
  • Designers
    Celine Shen
    Fran Dai
    Mimi Tsen
  • Copywriting
    Vivia Wang
  • Typeface
    Univers Next Pro
  • Photography
    食物攝影:Andrew Kan
    作品形象攝影:鄭鼎
  • Print
    永駿彩色印刷有限公司
  • Paper
    恆成維納斯映畫紙
    恆成安格紋