easyJet
EAT.DRINK.SHOP.
A journey from listings guide to lifestyle magazine.
- Audience Insight
- Brand Assets
- Brand Building
- Brand Performance
- Design Concepts
- Design Consistency
- Digital Content
- Digital Marketing
- Market Research
- Website Development
The objective
We were tasked with reimagining easyJet’s in-flight retail experience – transforming it from a static product guide into an inspiring lifestyle magazine. The goal: to create a richer, more rewarding journey for passengers, driving engagement and onboard spend before, during, and after the flight.
40m
products sold on board - one every 1.7 seconds
The strategy
Our design approach was strategic and considered, with every element – from imagery and styling to pricing clarity and integrated cinemagraphs – researched and tested to deliver the most immersive customer experience.
The look
Photography and video were produced in tandem to serve both online and offline channels. Styling shifted monthly to reflect seasonal trends and new brand partners, while cinemagraphs – subtle animated moments – were created to bring products to life and drive engagement.
The brand transformation
Recognised as one of the sector’s most visually striking in-flight magazines, the redesigned ‘EAT.DRINK.SHOP’ has been elevated to a first-class experience. From premium paper stock and editorial tone to lifestyle-led product presentation and one-off features, every detail was considered. The result is a brand-led, partner-integrated magazine we’re proud to have created with easyJet.
23.5%
increase in onboard
sales in year one
The integrated experience
As the magazine came to life, we integrated easyJet’s new WiFi-enabled platform into a seamless, interactive journey – from booking to boarding and beyond. Passengers now enjoy entertainment, shopping, and brand engagement through their own devices, creating a modern, connected travel experience.
The results
Now published monthly in four regional editions, Eat.Drink.Shop. lets passengers relax with their favourite treats, discover exclusive content, and shop top brands tailored to their journey.
This fully integrated experience continues to drive engagement, satisfaction, and partner participation – contributing to easyJet’s highest-ever onboard sales per pax and a 23.5% year-on-year uplift in year one.
