Country Road was recently asked to collaborate with Qantas on their premium economy amenity kits and we were incredibly excited by the opportunity to work with another iconic Australia brand. Our designers were also excited by the new creative challenge and the resulting stylish kit includes an eye mask, socks and toothbrush, a perfect companion for travellers. Here, we share with you the inspiration behind our design.
For our design team it has been a really enjoyable challenge to consider the identities and aesthetics of both Qantas and Country Road. The very first step when designing the kit was to set up a team of creatives from design, graphics and marketing. The team then brainstormed and researched a mood and identity. References and images were bought to the table.
Then our next step was to find the perfect print for the kit. It had to be something that was instantly recognisable as Country Road but also in line with Qantas’ brand. The team agreed that CR’s signature black and white gingham print was the right fit — modern, stylish and importantly, unisex. This print is used on all our packaging tissue paper so when travellers discover them on their seats it will feel familiar.
Included in the kit is an eye mask, also in our signature print, as well as a black toothbrush and a pair of socks. The monochrome elements make a sophisticated and simple statement and the designers hope that travellers continue to use them post-flight, either as a beauty case or phone protector case.
The new kits will be available on all Qantas B747 and A380 services fitted with a premium economy cabin from Australia to London, Dubai, Los Angeles, San Francisco, New York, Dallas/Fort Worth, Hong Kong, Haneda (Tokyo), Santiago and Johannesburg.
To celebrate the new partnership we’re offering you a chance to win a $2000 Qantas travel voucher
and a $2000 Country Road Voucher, enter here.