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KLM Redesign Tasty Blue 3.0

Approach for KLM to re-design the economy class (Tasty Blue 3.0) service developed by de Ster.




To redefine the economy class service with a fresh and stylish artwork and design that is in line with the corporate identity of KLM.




  • Developing a theme, story, artwork and branding for the economy class service as redesign of the Tasty blue service.
  • Creating a visual strategy with a fresh look and feel.
In co-operation with

deSter - Marfo - Emmy van Gool - Lunette Strijker - Rene Kemper


26 June 2017


Airline design, Food & packaging design


Artwork, Branding, Economy class service, KLM, KLM royal Dutch airlines, Packaging design, Tasty blue 3.0, Visual strategy