The Dublin-based creative agency Dynamo has rolled out a new rebrand for the ARI-owned duty free retail outlets in both Dublin and Cork airports which were formerly known as The Loop.
Now renamed as Dublin Airport Duty Free and Cork Airport Duty Free, the brief required both the Dublin and Cork identities to be part of the same family, but “deeply rooted in a strong sense of place specific to each city.”
“The concept was born from the idea that both cities are an eclectic mix of old and new,” says Guy Cresswell, senior brand designer, Dynamo. “They are both places where the past and the present are often juxtaposed beside each other, so we wanted to lean into that sense of varied, energetic personality… from classical architecture to contemporary music and street art, it’s all part of the DNA that makes up both cities.”
To design the new logos, Dynamo partnered with type designer and lettering artist Rob Clarke to come up with a series of letters each of which is rooted in a different aspect or feature of the two cities – from the fan windows of Merrion Square to the English Market on Grand Parade. Supplementing these are a custom set of illustrations by Irish illustrator Diarmuid Ó Catháin, showcasing iconic aspects of the cities, the airports and the duty free.
“The team at Dynamo once again delivered a masterclass in creative ingenuity for ARI,” says Laura Toner, global head of marketing, ARI.
“They embraced our brief with enthusiasm and nailed the concept from the first presentation. We knew straight away that their vision would bring our stores a vibrant sense of place, enhancing the energy and excitement of the passenger experience at Cork and Dublin Airports. Working with Dynamo is always a pleasure, and this project was no exception.”
Credits
Agency: Dynamo
Creative Director: Conor Wynne
Senior Brand Designer: Guy Cresswell
Account Director: Ciara Smyth
Lettering: Rob Clarke
Illustration: Diarmuid Ó Catháin
Motion Design Director: Tommy Breen
Client: ARI
Global Head of Marketing: Laura Toner
Retail Marketing Manager Ireland: Anne Keane
Retail Marketing Manager Ireland: Dee O’Grady
