Onboard service in Business and Premium classes is all about the experience. And when it comes to experience, design plays a key role.
Frecciarossa asked us to refresh the look and feel of their food service, so every item that reaches the passengers’ seats: snacks, drinks, and all the bits in between. We asked ourselves: how can we improve every single touchpoint without breaking the rhythm of a fast, functional journey?
So, we looked at the entire setup, not just what’s served, but how it’s served. From onboard selectiones to cups, to cutlery, bags, and the digital menus, we gave each item a new look that feels premium, practical, and unmistakably Frecciarossa.
The idea was to streamline the whole experience with a design system that’s clear, cohesive, and ready to move. Even the trolley, the iconic food & beverage cart that travels through the aisles, got a full makeover, so it now carries the new identity from one end of the train to the other.
The result is a rolling brand experience: subtle, sleek, and fully aligned with Frecciarossa’s high-speed spirit.
