Air Astana Baby Kit
A family-focused onboard experience designed to support parents while creating engaging moments for Air Astana’s youngest passengers.
Context
As Design Lead at WESSCO International, I led the design and development of Air Astana’s Baby Kit program, launched in 2024.
The collection introduced two rotating themes - Horse and Sheep - each offered in inbound and outbound versions. Rather than creating a single amenity kit, the program was designed as a coordinated collection of products that supported families throughout their journey while creating a memorable experience for young travellers.
Challenge
Air Astana wanted a baby amenity program that balanced practicality with play. Every product needed to be safe, durable, and easy for parents to use while creating a warm and engaging experience for children.
The challenge was developing a collection that combined comfort items, travel essentials, and play elements within a consistent visual language that reflected Air Astana’s family-focused brand.
Our Approach
Building Two Character Collections
The program was built around two animal characters inspired by Kazakhstan’s culture and natural landscape. The Horse and Sheep collections each established their own colour palette, personality, and visual identity while remaining part of the same overall family.
Designing a Complete Travel Experience
Rather than focusing on the bag alone, the program was developed as a coordinated collection of products. Each rotation included a bag, blanket, plush toy, socks, puzzle, wipes, changing mat, and either a teether or additional comfort accessories, depending on the version.
Designing for Families
Soft materials, rounded forms, and tactile finishes were selected throughout the collection to create products that felt safe, approachable, and enjoyable for both parents and children. Every item was designed to remain useful beyond the flight.
Sampling and Product Development
Working closely with Air Astana and WESSCO’s sourcing teams, I refined materials, construction, colours, and product details through multiple rounds of sampling to ensure safety, durability, and production quality across the entire collection.
The Work
Creative direction and product design for the Air Astana Baby Kit program.
Development of two rotating character collections: Horse and Sheep.
Design of inbound and outbound product assortments.
Creation of coordinated bags, blankets, plush toys, puzzles, socks, changing mats, teethers, and accessories.
Character development, colour palette, and material specification across the collection.
Product safety review, sampling, and manufacturing refinement.
Collaboration with Air Astana and manufacturing partners throughout development.
Impact
Recognitions
Awards
- TravelPlus Gold Award – Best Baby Kit World Travel Catering & Onboard Services Expo (WTCE), 2025
- PAX International Award – Excellence in Comfort World Travel Catering & Onboard Services Expo (WTCE), 2025
- Onboard Hospitality Award – Best Amenity Initiative World Travel Catering & Onboard Services Expo (WTCE), 2025
