New Brand Identity for Hong Kong International Airport
Designhouse Collaborates with Shilla Duty Free
HONG KONG – London-based branding consultancy Designhouse, in partnership with retail design agency gpstudio, has developed the name and visual identity for Beauty&You. The travel retail store concept operated by Shilla Travel Retail (The Shilla Duty Free) is at Hong Kong International Airport.
The concept was created for Shilla in order to secure Airport Authority Hong Kong’s beauty and accessories retail tender. As a result, the winning strategy redefines duty-free shopping by combining cosmetics, perfumes, fashion, and accessories into an interactive retail environment.
Brand Concept and Visual Identity
Designhouse developed the “Beauty&You” brand identity to create an inclusive, personalised experience for travellers. Key elements of the design strategy include:
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Inclusive Naming: The use of “You” was chosen to broaden customer appeal beyond traditional cosmetics branding. The aim is to create an engaging and gender-neutral destination for self-reward and gifting.
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Bespoke Ampersand: The ampersand acts as a core unifying element across visual touchpoints and promotional assets, including custom brand applications crafted for seasonal campaigns such as the Year of the Dog.
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Visual Layering: Bold typography, vibrant colors, and overlapping design elements reflect the multi-layered culture of Hong Kong.
Strategic Partnership
The collaboration stems from Designhouse’s previous travel retail work with The Nuance Group. Roberto Graziani, leading Shilla’s retail initiatives at Hong Kong International Airport, selected Designhouse and gpstudio to create a concept centred on the intersection of fashion and beauty.
Alongside the core visual identity, Designhouse created local implementation and point-of-sale (POS) brand guidelines for the ongoing roll-out of the store concept.
To explore the full branding initiative and see additional assets, read more here.
