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&Stories by Royal Smilde

In the runup to the WTCE, Royal Smilde appointed Now New Next to develop a creative concept for aviation, with storytelling as the key element.




  • Creating the name: &Stories
  • &Stories concept development, writing the concept story and developing the design language
  • 3D packaging design, finetuned to the specific scale and dimensions demanded by aviation
  • 2D packaging design, detailing 4 worlds for various packaging concepts
  • Packaging renders and mock-ups



The result is the &Stories total concept, a concept with storytelling at its heart. During a flight you experience the food culture of your destination. The concept was detailed into a sales presentation, underpinned by a solid structure and complemented by explanation of both the concept and the products Royal Smilde present to its (potential) clients.



Royal Smilde

Executed by

Elian van Dijk

In co-operation with

Hester Looij & Wesly Packaging


3 March 2019


Airline design, Food & packaging design, Packaging design, Product development


&Stories, 2D packaging design, 3D packaging design, Creative concept, Design language, Royal Smilde, Storytelling, WTCE