Creating meaningful onboard experiences through design, reusability and social impact
Challenge
As part of a broader refresh of its long-haul Premium passenger experience, TUI set out to redesign its amenity kit offering across its Boeing 787 fleet. The objective was to create a concept that would strengthen the airline’s brand identity while delivering greater value to passengers.
TUI wanted to combine premium design, sustainability and purpose into a single onboard product, while also highlighting the work of the TUI Care Foundation and meeting an ambitious launch timeline for the 2026 summer season.
Solution
Building on a long-standing partnership, deSter collaborated closely with TUI to develop a new amenity kit concept featuring two complementary bag ranges. One range showcases vibrant, destination-inspired artwork connected to the TUI Care Foundation, while the other reflects TUI’s updated brand guidelines through a clean and contemporary design language.
Reusability was a key design principle throughout the project, with bags designed to be used long after the journey ends. Each kit was further enhanced with premium Rituals products, creating a thoughtful and elevated experience for Premium passengers.
Results
- Developed a distinctive amenity kit concept that combines premium design, reusability and social impact in one cohesive passenger experience
- Translated TUI’s brand vision and the story of the TUI Care Foundation into tangible onboard touchpoints that engage passengers throughout their journey
- Created two complementary design ranges that balance strong brand consistency with authentic destination-inspired storytelling
- Successfully delivered a fully renewed amenity kit program within a demanding timeline, ready for launch ahead of the summer travel season
Impact
The new amenity kits transform a traditional onboard comfort item into a meaningful brand touchpoint. By combining destination-inspired design, reusability and social impact, TUI created a more engaging and memorable experience for Premium passengers.
The project demonstrates how thoughtfully designed onboard products can strengthen brand identity while supporting sustainability and purpose-driven storytelling. Together, deSter and TUI delivered a solution that reflects the positive impact and cultural richness of travel.
