Cathay Business Class In-flight Menu

The dining scene had evolved, but Cathay had stayed unchanged since 1996. It was in time for a revamp, to differentiate Cathay from it’s competitors and to win back customers’ hearts, minds, and wallets. With in-flight menus being a one-time usage, it provided an opportunity to create something more; an editorial-style menu with a robust storytelling platform. Scope — Art direction, concept, graphic design, editorial layout, print Client — Cathay Pacific