The Nest on-board for BA retail job

The Nest is to revamp British Airways on-board retail brand, Shopping the World, for a six-figure design fee, Design Week can exclusively reveal.

The work includes a new visual identity for Shopping the World, as well as a redesign of the airline’s 20 in-flight brochures. The designs will roll out from July.

The group will also have a strategic relationship with BA’s buying team and consult on future product ranges, consumer trends and forecasting, says British Airways brand guardian Paul Wylde.

‘We have a long-term vision we’re working towards and asked the consultancy to think big, but also to show pragmatism in applying concepts for a July issue [of on-board brochures],’ says Wylde.

‘We are moving away from the traditional catalogue towards a lifestyle magazine look that will still [incorporate] strong, traditional, selling-off-the-page techniques,’ he adds.

The airline is looking to refresh the existing in-flight retail experience, which has been in its existing format for some time, says The Nest chairman Alex Willcock.

‘We are looking to give [the brochures] a more inspirational and aspirational feel. The biggest challenge is building excitement, emotion and romance around the product, yet getting photography clear enough so that [people] can make a decision that it’s [the product] they want [to buy],’ he adds.

The consultancy won the work in late April, following a five-way, unpaid creative pitch.