If is the largest insurance company in the Nordic region, with over 20 years of service and 3.7 million customers. To show our customers that we care and understand them on a personal level, we’ve created a visual identity that scales away the unnecessary. Making complex matters easy to under understand and drawing attention to what matters the most, in a warm and caring way.

Creating a more engaging and personal brand identity for the largest insurance company in the Nordic region by removing the unnecessary and reducing complexity.

The visual expression has been refined through all channels to create coherency and user friendliness, mainly by using significantly fewer components. The primary blue color acts as a guide on all platforms and is complemented by a new warm color palette. A new custom font – If Sans – ensures instant recognition on all platforms. The new image style removes the unnecessary to create clarity.

New Nordic by SAS - a more sustainable onboard dining experience.

The smart design of the New Nordic by SAS cube saves up to 51 tons of plastic per year, and the lightweight packaging lessens onboard mass balancing the carbon impact, a contributor to more sustainable travel.

The container is made of FSC-certified paper approved by the Forest Stewardship Council and the food is locally sourced and seasonal.

The plant-based plastic used in the cutlery is made from vegetable oil, which is processed by natural fermentation and micro-organisms into a raw material that is compostable. SAS is proud to be the first in presenting this innovative solution for single use cutlery, the only plastic solution compliant with the European SUP (Single Use Plastics) directive.

“Every day we develop our service offering and constantly evaluate everything we load onboard. We remove what is not needed and work to find innovative solutions for our materials and packaging,” says Karl Sandlund, EVP & Chief Commercial Officer.