JetBlue Snooze Kit
A minimalist sleep kit bringing Tuft & Needle’s comfort-first philosophy into JetBlue’s Mint experience.
Context
As Design Lead at WESSCO International, I led the creative direction and development of JetBlue’s Snooze Kit, created in partnership with Tuft & Needle.
The project extended JetBlue’s Mint experience by introducing a compact sleep kit inspired by Tuft & Needle’s clean, understated retail identity. The goal was to create a calming onboard product that reflected both brands while supporting passenger comfort on long-haul flights.
Challenge
The challenge was translating Tuft & Needle’s home-focused design language into an airline amenity that felt simple, practical, and instantly familiar.
The kit needed to be lightweight, sustainable, and easy to use while maintaining JetBlue’s approachable premium experience.
Our Approach
Translating the Brand
Working with Tuft & Needle and JetBlue, I developed a design language that reflected the brand’s minimal aesthetic through restrained forms, neutral materials, and simple construction.
Designing the Pouch
The Snooze Kit centres around a kraft paper pouch that replaces traditional plastic packaging with a tactile, paper-based alternative. Its folded construction keeps the design lightweight while allowing the material to become the defining feature.
Creating a Cohesive Sleep Kit
The pouch was designed to house a curated selection of travel essentials, including a sleep mask, socks, earplugs, and a toothbrush set, creating a simple and consistent passenger experience.
Sampling and Production
Working with WESSCO’s sourcing teams and manufacturing partners, I refined materials, construction, and production details through multiple rounds of sampling before launch.
The Work
Creative direction and product development for the JetBlue Snooze Kit.
Design of the kraft paper amenity pouch.
Translation of Tuft & Needle’s retail design language into an airline product.
Packaging development for the onboard sleep kit.
Technical development, sampling, and production refinement.
Collaboration with JetBlue, Tuft & Needle, and manufacturing partners throughout development.
