OOOOmami
Problem:
You lose up to 40% of your taste buds in the sky.
Solution:
Umami tastes better at 30,000 feet, so the drink does too.
• New Product innovation
• Packaging Design
• Research & Analysis
• OOH
• Creative Development
• Advertising
• Motion Design
Research & Rationale
Umami is the superhero of airplane food
Umami is a savoury taste associated with depth and fullness.
It is less affected by the sensory conditions of flight than other flavour profiles.
Inside the aircraft cabin, changes in pressure and environment reshape how taste is experienced, allowing umami to remain clear where other flavours fall away.
Packaging Design Evolution
The packaging moved toward minimalism, removing excess detail to elevate the brand.
Ingredient-led textures subtly signal umami, balancing flavour expression with a clean, premium finish.
Design & Deliverables
A system shaped by taste at altitude.
