Gate Gourmet & Virgin Australia wanted to re-invent their in-flight menu with a culinary edge that helped travellers easily identify and relate to the food and beverages both in palate and visual communication and to simplify the food and beverage ordering process. They wanted the menu to be unconventional in the food and beverages offered in-flight along with the presentation of those foods and beverages, to surprise the traveller pleasantly with the unexpected freshness and deliciousness portrayed in the menu items. The menu was designed to intrigue and invite the guests to peruse the menu both visually with fresh and dynamic photography that brings to life the ingredients and tastes combined in each dish. The meals and beverages were selected for showcasing in an artistic array that disbarred any pre-conceived ideas about in-flight food or the menu itself. The guests are able to wander through the menu and be both stimulated and educated with the vibrant food and culinary stories available to them depicting the freshness, nutrition and story behind the food they were selecting. The photography was shot and art directed in studio and carefully styled and designed into a modern aesthetic that would be easily interpreted by all guests.
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