STARLUX Premium Economy Amenity Kit

Project: Premium Economy Amenity Kit
Industry: Aviation / Hospitality / Onboard Experience / Product Design / Brand Collaboration
Client: STARLUX Airlines × Smiley
Services: Creative direction

Product design

CMF strategy

Sampling and development

Manufacturing coordination

Presentation and storytelling

A collectible Premium Economy amenity collection bringing Smiley’s optimistic design language to the STARLUX onboard experience.

The STARLUX x Smiley Premium Economy kit laid out on white - a peach geometric flat-bottom pouch with subtle smiley motifs, a black smiley-print sleep mask, smiley socks, Smiley skincare, dental kit, and earplugs.

Context

As Design Lead at WESSCO International, I led the creative development of STARLUX Airlines’ Premium Economy amenity kits in collaboration with Smiley, the global lifestyle brand recognised for its message of positivity and optimism.

The objective was to create a collection that introduced a lighter, more playful expression to Premium Economy while remaining consistent with STARLUX’s elevated design language.

The grey Dopp kit with a bold yellow SMILEY face, shown with a smiley washcloth and a grey smiley sleep mask across white planes.

Challenge

The challenge was balancing two distinct brand identities. The amenity kits needed to communicate Smiley’s playful character while maintaining the clean, premium aesthetic expected from STARLUX.

The collection also needed to encourage reuse through practical bag designs that passengers would continue using beyond their journey.

Our Approach

Translating the Smiley Brand

Working closely with STARLUX and Smiley, I developed a design language that incorporated Smiley’s signature graphics in a subtle and contemporary way. Rather than dominating the product, the patterns became an integrated part of the overall design.

Creating a Collectible Collection

The program introduced two complementary bag structures, a soft Dopp kit and a flat-bottom pouch. Together, they created variety across the collection while encouraging passengers to keep and reuse the bags after travel.

Designing for Everyday Use

Both structures were designed as practical travel accessories, balancing lightweight construction with durable materials suitable for continued use beyond the flight.

Sampling and Refinement

Working with WESSCO’s sourcing teams and manufacturing partners, I refined materials, colour, construction, and print quality through multiple rounds of sampling to ensure consistency across both bag designs.

The Work

Creative direction and product design for the STARLUX Premium Economy amenity collection.

Development of two complementary amenity kit structures.

Integration of Smiley’s graphic language across the collection.

Material, colour, and finish development.

Design integration of Smiley-branded onboard products.

Technical development, sampling, and manufacturing refinement.

Collaboration with STARLUX, Smiley, and manufacturing partners throughout development.

A warm-lit editorial of the Smiley collection - a cream Dopp kit and a blue smiley-pattern pouch with smiley socks, sleep masks, Smiley skincare, and a bamboo toothbrush.

Impact

A More Playful Premium Economy

The collection introduced a more playful expression to STARLUX’s Premium Economy experience while maintaining the airline’s premium design standards.
Two Bags, Made to Keep

Combining two reusable bag designs with Smiley’s globally recognised visual identity created a memorable onboard product that encouraged long-term reuse.
Take the Time to Smile

The program reflected Smiley’s enduring message to “Take the Time to Smile,” carrying a note of optimism into the cabin.