Dublin-based creative agency Dynamo – in their role as strategic brand partners to global travel retailer ARI – have just launched an extensive rebrand of 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.
Old souls and young hearts
“The concept was born from the idea that both cities are an eclectic mix of old and new” commented Guy Cresswell, the Senior Brand Designer on the project. “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.”
Craft
To craft the new logos, Dynamo partnered with type designer and lettering artist Rob Clarke. With his help they designed a series of letters each 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 stylish illustrations by Irish illustrator Diarmuid Ó Catháin, showcasing iconic aspects of the cities, the airports and the duty free.
Laura Toner, ARI’s Global Head of Marketing had this to say:
“The team at Dynamo once again delivered a masterclass in creative ingenuity for 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.”
