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Seeing the invisible Cutlery can make or break a meal service. Dutch specialist Sola believes the brand behind the product can make the difference. Julie Baxter discovers why
S
ome touchpoints across the travel experience are taken for granted and rarely given much of a second thought. Take cutlery for example. It's a highly specialist product for the onboard market with requirements in design, manufacture and daily delivery that differ from almost all other loaded products. Yet it is a somewhat invisible product rarely noted except when it is missing. The meal it supports is the star, cutlery the mere supporting cast, but without it the meal's a disaster! Much thought goes into its delivery though. Almost every product the Dutch cutlery specialist Sola supplies to its 80 customers is custom-made, and in many cases the cutlery actively supports the onboard experience and client’s brand. Yet the traditions, skills and scientific specialisms behind that delivery remain largely invisible.
Brand identity
As it emerges from the pandemic downturn, Sola is among businesses working to address this invisibility a little with a strong new brand identity and a determination to build on nearly
100 years of innovation. The business cutlery really adds to the passenger has been bringing its products to the experience. We all know the difference tables of the world’s best hotels and it can make to a dining experience but restaurants, travel and retail sectors understanding what works and why is since 1922. It developed a dedicated quite a science and one Sola has spent travel sector over many years and the many years perfecting. The onboard rebrand now tightens sector has very onboard links with the specific requirements core business and aims in terms of weight, to better reflect the Quality cutlery really image, lifecycle and combined strengths, supply chain which adds to the stature and reputation takes thoughtful passenger of the company as a planning and experience whole. There is a new development that unifying logo, brand many never give a image and website too. thought too. We are very happy to be the supporting cast of a great onboard meal and help make the culinary stars Going for growth shine. Our rebrand just aims to reassert The team has expanded too with Bernd Koperdraad joining to support European our expertise and shine a light on those often invisible skills and nuances which and African clients. Hans Engels, export only many years of specialist experience manager airline and railway for Europe, can bring to the table.” • Canada & Americas, says: “Quality
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