LATAM Artist Collection - Benjamin Jeffries

Project: Artist Collection
Industry: Aviation / Hospitality / Onboard Experience / Product Design / Brand Collaboration
Client: LATAM Airlines × Feito Brasil
Services: Creative direction

Product design

Artwork adaptation

CMF strategy

Packaging design

Sampling and development

Manufacturing coordination

Presentation and storytelling

A three-year Business Class amenity program celebrating contemporary South American art through a rotating collection of collectible travel kits.

Context

The LATAM Artist Collection is a three-year Business Class amenity program celebrating contemporary South American artists and culture. Developed by WESSCO International in partnership with LATAM Airlines, the collection launched in 2022 and featured eight artists from across the continent.

I joined the project during the first rotation as a Product Designer before taking over creative direction as Design Lead. From the second rotation onward, I led the development, artwork integration, sampling, and quality refinement through to the program’s completion in 2025.

The Tomas Olivos kit in a vivid tropical print, shown with its contents - a bamboo toothbrush, kraft-wrapped earplugs, a sleep mask, and Feito Brasil skincare - on a navy ground.

Challenge

The collection needed to showcase the work of eight different artists while maintaining a consistent premium experience across multiple years of service.

The challenge was adapting each artist’s work for textile and print production while preserving the character of the original artwork. At the same time, every rotation needed to feel recognisably part of the same collection and meet LATAM’s operational and manufacturing requirements.

Our Approach

Building a Collectible Series

Each year introduced three new artist collaborations, with every collection available for approximately four months before rotating to the next. Both the Full and Express kits carried the same artwork, creating a consistent visual identity across the program while encouraging passenger collectibility.

Adapting Artwork for Production

Working directly with eight South American artists, I refined artwork placement, colour reproduction, and print specifications to ensure each design translated accurately across different materials and manufacturing processes. Featured artists included:

Ana Bonamico - Argentina
Aníbal Vallejo - Colombia
Bettina Vas Guimarães - Brazil
Hamilton Aguiar - Brazil
Judy Kaufmann - Chile / Spain
Mariella Agois - Peru
Paula Barragán - Ecuador
Tomás Olivos - Chile

Evolving the Collection

The program evolved throughout its three-year lifecycle. The original Dopp-style Full kit was later redesigned into a square structure with a clear PVC front, improving visibility of the contents while maintaining the collection’s visual identity.

The kits also featured sustainably sourced onboard products, including a bamboo toothbrush with a sugarcane cap, kraft paper-wrapped earplugs, socks, a sleep mask, and Feito Brasil skincare products.

Sampling and Refinement

After taking over creative direction, I established artwork application standards, refined colour consistency, improved construction details, and coordinated print testing and sampling to ensure every rotation maintained the same level of quality across production.

The Work

Creative direction for the LATAM Artist Collection from the second rotation onward.

Product design and sampling during the first rotation.

Artwork adaptation across eight South American artists.

Development of Full and Express amenity kit structures.

Colour management, print development, and artwork production refinement.

Packaging integration with Feito Brasil skincare products.

Sampling, production refinement, and manufacturing coordination.

Client presentations and visual storytelling throughout the three-year program.

Impact

A Platform for Artists

The Artist Collection transformed LATAM’s amenity program into a platform for South American artists, introducing passengers to new creative voices through a rotating series of collectible products.
Consistency Across Three Years

The evolving collection strengthened LATAM’s regional identity while showing how art, product design, and manufacturing could work together to deliver a consistent premium experience across multiple years of service.
In LATAM’s Words

The program became “a showcase for artists and a way to reach people who may not necessarily be interested in art but can learn about the wide range of artists and languages in Latin America.”