Onboard Delights
In 2021, Lufthansa launched its 'Onboard Delights' service, offering warm meals, snacks, and beverages for purchase on European flights over 60 minutes. The service was introduced with a film by the partner agency, featuring the dean&david Crunchy Chicken Bowl and its ingredients "jumping" for their first flight. I was also tasked with creating a sweepstakes game for the campaign’s landing pages, aligned with the film’s theme.
In subsequent years, I developed key visuals to promote their seasonally changing menus and special occasion offers.
CHALLENGE:
Given the limited time and budget, both the game and visuals needed to be designed quickly and cost-effectively. The game had to be simple and engaging for the target audience, while the key visuals needed to stimulate appetite and showcase the season's hero products.
SOLUTION & MY ROLE:
For the game concept, the client selected 'Bouncing Bowl' from several ideas I developed using existing web components, given the constraints of time and budget. For this concept, I created the illustrations and animation of the hero meal’s ingredients.
In subsequent years, I designed the key visuals for the service’s communication by compositing and retouching images from the brand's existing library.
Given the variety of roles I played in this project, you can click on the relevant section titles to explore specific aspects, or simply scroll down to discover all facets of the project: Feel free to reach out if you'd like
to know more about this project:
In subsequent years, I developed key visuals to promote their seasonally changing menus and special occasion offers.
CHALLENGE:
SOLUTION & MY ROLE:
In subsequent years, I designed the key visuals for the service’s communication by compositing and retouching images from the brand's existing library.
Given the variety of roles I played in this project, you can click on the relevant section titles to explore specific aspects, or simply scroll down to discover all facets of the project: Feel free to reach out if you'd like
to know more about this project:
COMPANY
Lufthansa
MY ROLE
Motion Design, Illustration, Art Direction
PROJECT TYPE
Game Concept & Promotional Design
YEAR
2021
TEAM
1 Art Director, 1 Copywriter & Partner Agencies
GAME CONCEPT
Two exciting game concepts were shortlisted for the campaign launch: 'Bouncing Bowl', spotlighting the menu's hero meal, the dean&david Crunchy Chicken Bowl, and 'Yummy Flight', featuring the hero dessert, the Dallmayr Apfel-Streuselkuchen.
'Bouncing Bowl'
In an onboard setting, the user watches ︎︎︎ a looped animation of the 'Crunchy Chicken Bowl' with ingredients bouncing out. If the user correctly answers a multiple-choice question about how many tomato slices bounce out of the bowl, they are entered into a sweepstake to win two round-trip tickets to Europe.
'Yummy Flight'
The user is presented with a delicious Dallmayr apple crumble cake on a plate. Each time they press the 'Bite' button, they take a bite of the cake. They must finish the cake before the 15-second countdown — showing a flight to Paris — runs out. If they succeed, they are entered into a sweepstake to win two round-trip tickets to Europe
In the end, because the programming phase was more practical and time was limited, the client decided on the 'Bouncing Bowl' game, and the process of creating its assets began.
ILLUSTRATION
illustrations
for the hero meal
dean&david 'crunchy chicken bowl'
for the hero meal
dean&david 'crunchy chicken bowl'
I created illustrations of the 'Crunchy Chicken Bowl' ingredients, which play a key role in the game's ︎︎︎ animation assets. Adhering to the brand's guidelines, the illustrations were designed with flat colors from the brand's color palette, a minimalistic style, and a frontal perspective. Special attention was given to ensuring they were universally understood. In the final step, I placed the illustration of ingredients bouncing out of the bowl in an environment that showcases an onboard setting, designed with calm colors contrasting with the bright hues of the ingredients.
 mango cubes
|
 grilled chicken
|
 edamame |
 lettuce |
 tomato |
 bulgur |
 crunchy onion |
 pomegranate seeds |
 soy sesame sauce |
Color palette selected from the brand's illustration guidelines
Final illustration for the game animation
MOTION DESIGN
After preparing the ︎︎︎ illustration assets, I animated them to align with ︎︎︎ the game's requirements. I designed the animation to loop seamlessly, ensuring an uninterrupted viewing experience. This approach considered the motion dynamics of the animated elements and their interactions, while also allowing users sufficient time to count the tomato slices.
'Bouncing Bowl' game animation showcasing the Crunchy Chicken Bowl from the 'Onboard Delights' menu
BRAND DESIGN
Following the launch of the Onboard Delights service, the client requested the creation of key visuals that would reflect the changing menu and seasonal special price offers. Given the tight deadlines due to frequent seasonal menu updates and the variation in offerings between short- and long-haul flights, the photos on the menu cards were combined with images from the brand's library using a composite approach. This ensured an honest and accurate representation of the menu items while maintaining consistency in presentation. Below are a selection of key visuals I created for various seasonal price offers and menus.
Easter Promotion 2023: During the Easter season, Lufthansa offered a free soft drink or hot beverage with a pre-order of Onboard Delights on short-haul flights and requested a key visual to communicate this special offer across their media channels.
I designed the following visuals and presented two options, composed of product shots combined with Easter-themed elements I created for the client to choose from, and they decided to use both. The version with the bunny in the bag perfectly captured the Easter spirit, while the coffee topped with the bunny-shaped cinnamon powder complemented Lufthansa’s premium character.
I designed the following visuals and presented two options, composed of product shots combined with Easter-themed elements I created for the client to choose from, and they decided to use both. The version with the bunny in the bag perfectly captured the Easter spirit, while the coffee topped with the bunny-shaped cinnamon powder complemented Lufthansa’s premium character.
Easter bunny placed inside a sustainable Onboard Delights bag, alongside soft drinks from the menu
Hot beverage topped with bunny-shaped cinnamon powder
Photo Retouching & Compositing:
Below are examples of the key visuals I created for the highlight offer, which vary between summer and winter, as well as between continental and intercontinental menus.
For the 2021 winter menu key visual, a highlight drink photo from the menu was combined with an image from the brand library, with the glass used in the in-flight menus for that season integrated into the composition.
Key visual for the Winter 2021 menu on long-haul flights
For the 2021 winter menu key visual, a highlight drink photo from the menu was combined with an image from the brand library, with the glass used in the in-flight menus for that season integrated into the composition.
Screen designs for the different highlight offers