Inside Snackbox To Go’s strategy to merge airline identity with cohesive brand design
Snackbox To Go says a strong visual identity does more than elevate packaging—it can influence how passengers feel about the service itself
Snackbox To Go is sharpening its focus on the power of branding in the airline cabin, positioning visual identity and packaging design as core elements of the inflight experience.
For Sales Director Kees Verschuure, the company’s strategy centers on a dual commitment: protecting its own recognizable brand language while remaining highly adaptable to the diverse branding needs of airline customers.
Verschuure explains that the company’s visual identity reflects its philosophy and working style.
“At Snackbox To Go, we try to create a clear and recognizable visual language that helps us build brand familiarity for airline partners. Our identity reflects who we are: a family business centered around innovation and creativity. It shows the way we think and work, and it helps our partners immediately understand what they can expect from us; an energetic, creative way of working.”
As airlines continue to differentiate through service design, customization has become a critical part of the supplier relationship. Verschuure emphasizes that the company aims to strike a balance between its own identity and that of its partners.
“We are very aware that this needs to be balanced with the unique identities of our airline partners. And that is exactly why customization is such an important value for us.”
To support this, Snackbox To Go offers tailored options.
“To take this balance into account and put our customers first, we offer flexibility during the product and design development process. We typically offer two directions: a design aligned with the airline’s own branding, or a more neutral option, either blank or Snackbox To Go branded. This flexibility allows airlines to choose what best supports their brand priorities while still benefiting from our design expertise.”
A strong visual identity does more than elevate packaging, Verschuure says. It can influence how passengers feel about the service moment itself.
“At Snackbox To Go, we really believe that a strong visual identity plays a vital role in enhancing the overall cabin ambience. Therefore, it can elevate a simple snack moment into a memorable experience.”
Furthermore, he explains that the psychological impact is measurable.
“People naturally respond more positively to things that have certain appealing logo’s, colors or overall packaging.”
He adds that design must serve both aesthetics and function. Practicality, innovation and fit-for-purpose design all contribute. When branding is consistent with the product and service, the first impression and satisfaction improve—before even taking the first bite. This consistency sets the tone for the passenger journey, improving the passenger’s perception of the overall experience, Kees explains.
Looking ahead, Snackbox To Go expects packaging design to play an increasingly decisive role in airline brand strategies.
“We see packaging design becoming more and more important for airlines to deliver a cohesive, end-to-end, overall brand experience. Packaging and design help create brand touchpoints throughout the passenger journey.”
And when done well, it can help balance pain points, Kees explains. He says improving packaging design can enhance the inflight dining moment and help offset other parts of the journey that may not meet expectations. The reverse is also true. Poor or unappealing packaging can amplify negative feelings and detract from the overall experience.
Sustainability also remains a defining pillar of the company’s long-term direction. Snackbox To Go views responsible material choices and data-driven transparency as integral to both product development and the passenger experience. This mindset is evident in the company’s tools and initiatives, including its sustainability reporting platform, which gives airline customers clear insight into environmental impact.
As airlines refine their service strategies for the next generation of travelers, Snackbox To Go aims to ensure that packaging design supports both brand expression and a more sustainable future.
