NetJets by José Ándres.
Packaging inflight culinary experiences with a master of food and hospitality.
Client: NetJets & José Ándres Group
Industry: Food & Hospitality
Services: Product & Service Design, Experiential and Visual Design, Sourcing and Manufacturing
Design Brief.
World-renowned chef and humanitarian José Andrés partnered with leading private aviation company NetJets to create a premium inflight culinary experience. Together, we designed and sourced the packaging for this extraordinary collaboration.
Outcome.
Designed for impeccable display, inflight ease of storage and preparation, and reduced environmental impact, we crafted a packaging system for ThinkFoodGroup’s restaurant brands.
Social Impact.
While private aviation’s impact on our planet is undeniable, we seized on the opportunity to work with many culinary innovators and social impact advocators at ThinkFoodGroup who have a desire to catalyze change.
Environmental Impact.
One of our priorities was to minimize material usage and waste while maintaining the integrity of the chef’s vision. Through design, we eliminated single-use plastic containers and utensils, replacing them with biodegradable and glass alternatives. In addition to replacing serving elements, we reduced waste by cutting down the number of components and overall material use.
“The stories that my team and I tell through the menus. We love to connect with people through those stories. So partnering with NetJets is about that, where we want to go. Food is always at the heart of the conversation.”
José Ándres - President / Chef at Think Food Group
Savor In The Clouds.
Private aviation dining presents unique constraints that have made the food experiences of well-heeled passengers subpar. From the food itself to the presentation and packaging, the entire experience is more akin to a picnic than a three-star restaurant. The ThinkFoodGroup team challenged us to bring their restaurants dining experience and food preparation to new heights.
We designed packaging for customized menus spanning four different restaurants. Each dish was broken down into essential components that invited diners’ participation—like pouring a sauce, adding a garnish, mixing two parts of a dish to experience maximum flavor and enrich the dining process. Aside from chef José Andrés directive for culinary excellence, our team worked around the myriad constraints involved in the logistics of aerial catering. The result is a compact, sculptural, highly customizable, easy to recycle box and accouterments that speak to each restaurants brand experience.
The Joy Of Food.
As part of the discovery journey, our team recorded and studied each dish and its transportation and serving requirements. These were then mapped to utensils and plating needs before being consolidated into potential SKUs for the packaging system. A multitude of existing trays, jars, and labels were evaluated for their design and performance. The final packaging components were chosen for their aesthetics and recyclability as well as for their flexible use across restaurant brands. This enabled us to limit the number of SKU’s the program required and the need to invest in significant startup inventory.
A Delightful Unboxing.
The transportation and storage requirements dictated the need for a compact box that would be consistent throughout the restaurants. A variety of trays, bowls, and cutlery were sourced and tested. Substrates and printing methods were evaluated for performance, sustainability, and aesthetics. And after taking in those inputs, the unboxing and food display process was reviewed for visual impact, functionality, and material sustainability.
Food Worth Sharing.
Every visual detail was considered for visual clarity and production efficiency. Our design team produced graphic options for each packaging component, reflecting brand guidelines and direct feedback from the chef. The packaging design direction included references to the origins of food items as well as to physical characteristics of each restaurant.
Fully Future Proof.
The José Andrés for NetJets food packaging system consists of customizable, digitally printed bands and inserts, environmentally preferable serving components, and menu preparation instructions that allow for restaurant expansion and menu customization with limited additional investment.
Links & Press.