VIRGIN AUSTRALIA
ON-BOARD ECONOMY MENU
Art direction / Copywriting / Design
As part of the new Here’s To Looking Up campaign, Virgin Australia came to us with a economy menu that was looking a little tired and very much in need of a refresh. I looked at a number of designs of type and photography styles for the client to gauge their interest. The one we all settled on was almost overhead style, with trailing lighting and shadows on a stark white backdrop. Also instead of headings like ‘hot meals’ or ‘cold drinks’ I saw a chance to have that Virgin playful-style in the copy, with lines like “Hello hot stuff” and “Feelin’ peckish” – simple but a way to make someone smile.
We spent a day on the shoot with the photographer and food stylist, crafting each shot and slotting in the rough shots so the client could see first-hand how it was going to look. The final touch and add some fun and that Virgin brand ‘love’ to the menu, I hand-drew illustrations to bring the photography to match the photo. From the fuzzing bubble that leap from a ginger bear, or olives and cheese knifes for the crackers and cheese.
