A disruptive new identity for an ambitious travel retailer
With a captive global audience of 400 million international passengers per annum, DFASS (Duty Free Air and Ship Supply) is one of the world’s leading duty free retailers, but its name and identity no longer reflected the direction and ambitions of the company.
Designhouse was commissioned to rebrand the business to more accurately reflect its role as a disruptor and innovator across travel retail, but without restricting future expansion into other sectors.
We conducted in-depth workshops and questionnaires with employees, partners and suppliers to develop a strategy and creative solution that would best reflect the brand and its ambitious plans for growth.
The new name, 3Sixty, suggests the global reach and full spectrum of services and goods offered by the business, while the alpha numeric identity makes the name more disruptive, more distinct and memorable. The strapline ‘Duty Free & More’ futureproofs the business going forward.
A radar sweep graphic device illustrates that the business is constantly evolving and improving, looking outwards and scanning for opportunities.
Gold was introduced as a primary colour, giving stand out and reflecting the quality of the brand. An extensive secondary colour palette was developed to allow versatility in the brand’s POS and marketing materials in a sector often dominated by monochromatic visual treatments.
The new identity was introduced across 3Sixty operations globally, including new typography and colour palette, digital assets, video and animations, internal communications, new signage and wayfinding, advertising, retail graphics systems, a new website and marketing materials.
Roberto Graziani, Executive Vice Chairman of 3Sixty:
“From developing our new brand strategy through to the implementation and launch of our new identity, the team at Designhouse have been true partners. Their creativity, coupled with practical expertise, made the whole project come together professionally and as promised.”
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