Created in partnership with British Airways for selected European flights, The Great British Crunch introduces airline snacking through a more playful and character-led visual identity. Inspired by themes of discovery, exploration and everyday magic, the concept captures the feeling of wandering through London with fresh eyes, discovering hidden gems, unexpected moments and the joy of the journey itself. The system combines bold typography, simplified flavour navigation and illustrated storytelling to create a more recognisable onboard experience that feels distinctly British through a playful and contemporary visual language. Originally developed as a bespoke collaboration for British Airways, the project also marked a significant new partnership for Indulge, helping expand the brand’s growing presence across international airlines alongside existing clients including Etihad and Virgin Atlantic.