Qantas Luggage Tags

The challenge was to refresh Qantas’ luggage tags, first introduced in 2010, by elevating the design coupled with their iconic brand. Whilst the earlier tags were a connected device, updated technologies now allow for luggage tracking through the Qantas App, so the design focus shifted from function to form. Designed for passengers to proudly showcase their Frequent Flyer tier status, the tags needed to be stylish, aspirational, and visible. Sustainability was also a key driver, with improved materials and lifecycle considerations. The tags also had to meet Australia Post's requirements for efficient, lightweight domestic distribution, influencing both size and packaging.

The Qantas luggage tags offer Frequent Flyers a stylish way to showcase their loyalty status, designed to be affixed to carry-on baggage. For those who choose to attach them to checked luggage, each tag includes a discreet panel for personal details, providing peace of mind in case of loss. Contemporary, durable and sustainably designed, these tags have become a coveted travel accessory among Qantas passengers. They’re crafted from high-quality, environmentally responsible materials, designed for easy disassembly at end-of-life or for part replacement, and come packaged in innovative, eco-friendly materials that reflect Qantas’ commitment to sustainability.

The new Qantas luggage tags are a premium, design-led expression of frequent flyer status, elevating brand visibility and customer pride. Commercially, they reinforce Qantas’ position as a premium airline, turning loyalty into a visible badge of honour, and deepening connection with high-value customers. The tags encourage loyalty, status retention, and long-term customer value. Made from sustainable materials, the tags reflect Qantas’ commitment to environmental responsibility through thoughtful choices around lifespan, packaging and end-of-life design. Societally, they create a sense of exclusivity and community among frequent flyers, offering a physical, stylish reminder of membership and achievement. .

The Key Features of the Design: - Visual Impact & Desirability: The tag is designed to be stylish, prominent, distinguishable, and noticeable. Designed with intention to become iconic, and synonymous with the Qantas brand. - Function: Attach with ease, provide security for personal information, and only removable with intention. - Sustainability: Consideration was given to sustainability, with the tage being made using sustainable materials that are durable, repairable, recyclable at end of life. - Distribution: included in the design is the packaging that the Luggage Tags are delivered to customers in, to ensure a premium experience whilst still ensuring compliance and ease of handling in the domestic postal system.