In line with the launch of the Virgin Atlantic A350, the Customer Experience team started to look at onboard products through more of a sustainability lens. In particular, the amenity kit was seen to be a wasteful product, often left behind and with too much single use plastic. It was completely revamped, including a bag made of entirely recycled (and recyclable) kraft paper, a bamboo toothbrush, a kraft paper pen, and toiletries from sustainable brand REN. Working with the Customer Experience team, I worked on branding this new amenity kit to reflect its new, environmentally friendly look and feel, as well as having the Virgin style. The result was the Goodie Bag. It's been a fantastic success with customers, and the fun new name was picked up on in the majority of press coverage.