Title	SAS/TJOGET – ABOVE THE CLOUDS
Brand	SCANDINAVIAN AIRLINES
Product/Service	SAS X TJOGET
Category	E01. Food / Drink
Entrant	SAS GROUP Solna, SWEDEN
Idea Creation	OPEN STUDIO STOCKHOLM, SWEDEN
Production	TJOGET Stockholm, SWEDEN

Name	Company	Position
Peter Herrmann	Open Studio Stockholm	Design Director
Olivia Sunesson	Open Studio Stockholm	Production Manager
Louise Lo Tuvesson	Open Studio Stockholm	Designer
Anna Haxne	Scandinavian Airlines	Product Manager Food & Beverage Product & Customer Insights
Linnea Malmberg	Scandinavian Airlines	Head of Concept & Services
Gustaf Öholm	Scandinavian Airlines	Head of Onboard Product & Services
Joel Söderbäck	Tjoget	Founder
Andreas Bergman	Tjoget	Founder

Background

Scandinavian Airlines, SAS, wants to declare that they know Scandinavia better than anyone else. With the desire to serve pre-mixed cocktails in the air, their natural move was to ask Tjoget (one of the 50 best bars in the world and the best bar in Sweden) for help. The brief was to create a packaging that showcase the Tjoget origin. Tjoget is the Swedish word for “a score” and the bars identity is more or less all about the number 20. First stage the cocktails are served in business class only.

Describe the creative idea (40% of vote)

The packaging illustrations tell the story of each drink in the most complicated way possible – all with the aim of helping travellers waste time at 10,000 meters altitude. In addition, the shape of the bottle with its prisms invites it to be twisted and turned in the light.

Describe the execution (40% of vote)

We chose a design language that stands the profound test of the many traveling hours up in the air. The bottle’s prisms invites it to be twisted and turned in the light and its illustrations to be twisted and turned in the darkness of our minds.

List the results (20% of vote)

The design quickly spread and became a talking piece on design blogs and social media. The cabin crew witnessed a lot of happy reactions from the travellers.