Singapore Airlines Premium Economy Amenity Kit

Project: Premium Economy Amenity Kit
Industry: Aviation / Hospitality / Onboard Experience / Product Design
Client: Singapore Airlines × Out of the Woods®
Services: Creative direction

Product design

CMF strategy

Sampling and development

Manufacturing coordination

Presentation and storytelling

A Premium Economy amenity kit introducing Supernatural Paper® to commercial aviation through a simple, reusable design.

The complete Singapore Airlines Premium Economy kit laid out on white - eye mask, lip balm, romance card, the olive Supernatural Paper pouch, and folded slippers.

Context

As Design Lead at WESSCO International, I led the creative direction and design of Singapore Airlines’ Premium Economy amenity kit, developed in partnership with Out of the Woods®, a U.S. brand known for Supernatural Paper® — a durable material made from wood pulp with a lower carbon footprint than leather.

The project began in 2023 and launched in 2024, marking Out of the Woods®’ first collaboration with an airline.

The black Supernatural Paper pouch on a black and white colour-blocked set, shown with the Singapore Airlines lip balm and the romance card.

Challenge

Singapore Airlines wanted an amenity kit that reflected its sustainability goals without compromising durability or passenger appeal.

The challenge was introducing an unfamiliar material into the airline environment while ensuring the bag remained practical, reusable, and consistent with Singapore Airlines’ understated premium aesthetic.

The olive Supernatural Paper pouch on white planks alongside the romance card and lip balm, highlighting the material’s natural crinkled texture.

Our Approach

Introducing a New Material

The project centred on Supernatural Paper®, a washable, durable material made from responsibly sourced wood pulp. Rather than disguising the material, the design celebrated its natural texture and character.

Translating the Brand

Working closely with Out of the Woods® and Singapore Airlines, I led the development of multiple bag concepts inspired by the brand’s retail products. The final design retained the simplicity of the retail collection while adapting it for airline use.

Designing for Reuse

The selected pouch features a clean, minimal structure that prioritises durability and long-term use. Its neutral colour palette and understated detailing allow the material itself to become the defining design feature.

Supporting the Story

The kit included unbranded Singapore Airlines lip balm, folded slippers, and a romance card introducing Out of the Woods®, explaining the origin of Supernatural Paper®, and directing passengers to the brand through a QR code.

The light grey Supernatural Paper pouch on a floating white plinth, with the romance card and lip balm on the surface below.

The Work

Creative direction and product design for Singapore Airlines’ Premium Economy amenity kit.

Development of multiple reusable bag concepts inspired by Out of the Woods®’ retail collection.

Adaptation of Supernatural Paper® for commercial airline use.

Design of a minimalist pouch highlighting the material’s natural texture and durability.

Collaboration with Out of the Woods® and Singapore Airlines throughout concept development and refinement.

Design of the romance card introducing the collaboration and sustainability story.

Technical development, sampling, testing, and production refinement.

Impact

A First for Aviation

The project introduced Supernatural Paper® to commercial aviation for the first time, demonstrating its suitability as a durable, reusable alternative to traditional amenity kit materials.
Sustainability Through Material

The resulting pouch reflects Singapore Airlines’ sustainability ambitions through material choice rather than visual messaging.
Made to Be Reused

The result is a product that passengers are encouraged to reuse long after their journey.