From valet parking to private lounges and guaranteed seating, EP1 status is designed to remove friction at every stage of the travel experience. As Air New Zealand’s most valued customers, EP1 members are at the heart of the airline’s commitment to delivering excellence, where every touchpoint reflects the premium experience they deserve.
The brief was to design a premium, highly personalised pack that reflects the importance of the relationship between Air New Zealand and its most valued customers.
The design needed to feel refined and distinctive, amplifying the brand’s iconic black and white palette with a touch of prestige, represented by the signature EP1 purple. From the elegant finishes to the inclusion of robust matte black travel tags, every detail was crafted to evoke a premium feel with a sense of belonging.
Personalisation brought the experience to life. Each pack included tailored insights—miles flown, most-travelled routes, and hours spent in the air—reminding members not just of where they’ve been, but of the shared journey with the airline. It’s a powerful example of how thoughtful, human-centred design can foster deeper connection, loyalty, and advocacy.
