The brief focused on designing packaging and retail spaces that communicate the value of a product in an engaging way. It emphasized understanding how packaging plays a critical role in shaping consumer experience, brand communication, and emotional connection. The Saudia x Duolingo collaboration emerged from the shared mission of both brands to offer accessible, educational, and joyful experiences. This pairing provided the opportunity to design interactive kits for airline passengers and a supporting retail presence at the airport.

Brand Analysis & Concept Development

The process began with an analysis of both brands’ visual identities and core values. Shared principles formed the foundation for the collaboration.

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Packaging Design: Two Audience-Specific Kits

Two distinct packaging systems were developed:

• Adult Kit: Sophisticated and refined, tailored to mature users.
• Children’s Kit: Playful, interactive, designed to entertain and educate during flight.

Dielines were created to maximize user experience, functionality, and engagement. Every element was carefully considered, from layout and compartments to tactile interaction and form.

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Retail Space Design

To extend the in-flight experience into the airport, a conceptual retail pop-up was designed. The space focused on:

• Clear, demographic-specific product displays.
• Brand-aligned visual merchandising.
• An inviting and educational atmosphere that echoed Duolingo’s playful personality.

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Prototyping & Refinement

Mockups, prototypes, and branded assets were iteratively developed and tested to ensure cohesion across physical packaging and spatial design.

• Two complete packaging solutions — an adult kit and a children’s kit — each aligning with distinct user needs and emotional touchpoints.
• A retail display concept tailored for airport environments, bridging the packaging experience with an on-ground brand presence.
• The children’s kit features engaging forms and compartments to support in-flight activity and learning.
• The adult kit offers a refined, culturally rich presentation aligned with Saudia’s elevated brand tone.
• Overall, the project illustrates how strategic design can foster deeper connections between brands and consumers in transit spaces through meaningful, educational, and delightful experiences.