Scandinavian Airlines is the flag-carrying airline for Denmark, Norway, and Sweden. It prides itself on reflecting Scandinavian design principles: simple, clean, easy to understand, and utilitarian. As part of their onboard menu offering, they introduced a range of ready meals and requested proposals for packaging that embody these design principles.

The dishes represented a range of cuisines from different regions (Italy, China, Mexico, Japan, and Thailand, with more to follow), and the airline wanted a simple and bold packaging solution that utilized the Scandinavian design spirit. The sleeves needed to be easily identifiable in low light and could not use photography, as the ingredients could change often.