In-flight shopping made simple
When Eurowings refreshed their brand promise, they set their sights on the in-flight experience. We teamed up to bring that vision to life in the WINGS Shop & Bistro magazine. Guided by the idea that passengers should simply point and buy, we designed a bold, intuitive concept that transforms onboard shopping into an effortless, elegant part of the journey.
The new identity applied
Simplifying choices at 30,000 feet
Eurowings redefined their brand promise to 'More ease for everyone'. They needed to bring this new core message to life in their onboard WINGS Shop & Bistro magazine. The goal was to create a publication that embodies these values, while enhancing passenger experience.
The redesign of the WINGS Bistro & Shop magazine was an exciting challenge for us, which we tackled together with Manyone. Our aim was to design the magazine in such a way that it clearly communicates our positioning as a value carrier and reflects our brand values and the brand essence 'More ease for everyone.'
Jacqueline Marie Schönstein
Senior Expert Product & Partner Management
EurowingsA layout and visual direction made for pointing and picking
Our concept hinged on one central idea: passengers should be able to point to a product to buy it. That meant bold layouts, big visuals, and minimal friction. We created an adaptable design system focused on product clarity and emotional engagement. The bento design grid used as a foundation for an adaptable layout concept.
A look into the magazine
We used AI to mock up the imagery early in the process, crafting a detailed visual direction that shaped the mood, composition, and style. This became a powerful tool for alignment – giving the photographer a clear, creative foundation to set the scene and capture visuals that matched the intended atmosphere. This also allowed the team to gain a deeper understanding of the look and feel before producing the real imagery.
We used AI tools to mock up imagery and convey the visual direction
Final photography for the in-flight magazine
A soft, monochromatic color palette to creates visual harmony while allowing the products to be the hero
A visual style that is modern and inspirational
A fresh visual language that invites interaction
The new image style for the WINGS Shop & Bistro magazine is bold, clean, and purpose-driven – designed to make products instantly recognizable and effortlessly shoppable. Each image is crafted to stand out with clear, minimal backdrops and confident compositions.
The consistent use of rounded containers, layered staging, and hand-held presentation gives a tactile, approachable feel – supporting the core idea: passengers should simply be able to point and buy.
Paired with a bento-inspired layout and prominent page callouts, this style brings order, clarity, and a touch of elegance to the onboard shopping experience – making it feel as intuitive as flipping through your favorite lifestyle magazine.
Throughout the process, Manyone not only understood the creative vision but also mastered the tight timeline. The result exceeds our expectations, is on brand and we are confident that it will also actively drive sales whilst differentiating us from our competitors. We are very pleased with the collaboration and the outstanding end product.
Jacqueline Marie Schönstein
Senior Expert Product & Partner Management
Eurowings
Photographers:
Manuel Mittelpunkt
Martin Gentschow
Food stylist:
Thorsten Huelsmann
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