Abu Dhabi Duty Free


To create a brand strategy, identity, and a communications platform to spearhead the current and future duty free commercial business of Abu Dhabi Airports.


Built on the insight that our emotions while shopping in duty free are different to regular shopping, we introduced Abu Dhabi Duty Free as a brand that gives you permission to act spontaneously on your intuitive feeling.


The new brand identity and communications platform were successfully implemented, leading to a growth in commercial revenues, providing the foundation for commercial operations of the upcoming new terminal.