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Global duty free group rebrands

Duty free retailer DFASS (Duty Free Air and Ship Supply) has rebranded under the name 3Sixty, with the strapline ‘Duty Free & More,’ to better reflect the scope of its activities.

The US based company provides in-flight sales and operates more than 25 stores at airports in North America, South America, and the Caribbean. The new identity will be rolled out across all operations, along with new typography and colours – including digital content and animations – for signage and wayfinding in-store. New retail graphics and marketing materials are also being installed.

The group’s new name and identity has been developed by UK agency Designhouse, in a 14 month project. The agency was briefed to develop an identity that would reflect the client’s position as a disruptor in the duty free market.

An in-depth research project included workshops and online questionnaires with employees, partners and suppliers to develop a strategy that would best reflect the brand and its ambitions. The name 3Sixty was chosen to suggest the global reach and broad spectrum of goods and services offered by the company, as well as the number of operations and strategic partnerships it is engaged in. It will also encompass new activities launched in the future.

3Sixty executive vice chairman Roberto Graziani says the project demanded “Creativity, coupled with practical expertise,” to deliver the required solution.

“In stark contrast to high street retail, the global duty free sector is booming, especially for dynamic brands like 3Sixty who are harnessing technology to introduce new touchpoints and opportunities along the customer journey,” says Designhouse managing director Lavinia Culverhouse.