SAS

Overview Today’s young adults crave spontaneity, but the modern travel industry has become over-planned and exhausting. When every destination is meticulously researched and every experience is mapped out in advance, the core element of discovery disappears. The Challenge & Insight Destination Unknown was born from a simple insight: our target audience of 22 to 38 year olds values authentic experiences and emotional decisions over traditional tourism, but they are often bottlenecked by the friction of planning and financial uncertainty. The Solution & Strategy We partnered with SAS to design a concept where the airline replaces itineraries with pure surprise. Users book a secret trip and receive a curated packing list, while the destination remains completely hidden until takeoff. To remove the anxiety of the unknown without losing the thrill of the adventure, we introduced a transparent, tiered fixed price model starting at 1,995 SEK, bundling both flights and quality accommodations into a frictionless booking flow. This ensures customers feel secure in their budget while leaving the destination entirely up to fate. Visual & Digital Execution The visual execution was built to mirror this duality by stripping away standard, cluttered airline interfaces in favor of a clean, minimalist layout that prioritizes mood, excitement, and ease of use. Every touchpoint, from the initial mobile booking screen to the physical pre departure packing list, was shaped to turn a logistical flight purchase into an unforgettable narrative experience.