This December, Emirates is turning one of the most forgettable parts of flying into something unexpectedly thoughtful. Its new amenity kits are for long-haul flights for Economy and Premium Economy passengers, telling stories about the world beyond the window.
Wildlife as the Design
Each amenity kit is illustrated by hand and centered on endangered species from four natural environments: sea, sky, forest, and desert. The animals chosen are among the most trafficked and threatened species on the planet: pangolins, Bengal tigers, manta rays, peregrine falcons, gorillas, sea turtles, and more.
The kits feel more like small keepsakes than disposable packaging. Each one includes a story card that explains the animal’s role in its ecosystem and why it’s at risk, turning a familiar in-flight object into a moment of quiet awareness.
A Collaboration With a Purpose
The designs were created in partnership with United for Wildlife, the conservation initiative founded by Prince William and The Royal Foundation. The goal is visibility. These animals exist far from most passengers’ daily lives, but here they are, sharing tray tables and seatback pockets.
Designed to Be Kept
The pouches themselves are reusable and made with bio-based and recycled materials. They’re meant to travel beyond the flight, tossed into a backpack, reused at home, or kept simply because they’re nice. The sustainability element feels built-in, not added on as an afterthought.
Same Story, Different Cabins
Both Economy and Premium Economy passengers receive kits with the same conservation-driven designs. The difference between cabins is subtle, but the narrative is shared. No matter where you’re seated, the message is the same: these species matter, and their survival isn’t guaranteed.
Why It Works
Amenity kits don’t usually carry meaning. They’re functional, forgettable, and often discarded. By centering endangered wildlife instead, Emirates turns a small travel detail into a reminder of how connected global travel is to global responsibility.
It’s not dramatic. It’s not preachy. It’s just a small, well-designed object that quietly asks you to notice something beyond the flight and maybe keep it with you a little longer.
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