ODF
One World Duty-Free is a trendsetting cross-border duty-free retail operator which provides premium products and services with technological innovations. An integrated duty-free operator based in Singapore with a reach across Southeast Asia, delivering quality items and unique experiences with innovative touches in an evolving retail landscape.
Case/Client
ODF
Year
2022
Industry
Luxury Retail
Intervention
Brand Identity Design
The target consumer is identified as the savvy and sophisticated frequent traveller who seeks to enliven their life with affordable premium products and have an appreciation for excellent retail service. My job is to craft a dynamic brand identity to inspire and excite them.
I envisioned ODF as a 'connection'; the tie between new personal stories in a network of people, cultures and places. A forward-thinking and adventurous One World—a mycelium of significant convergence flowing through the material and digital vastness.
This connection functions as a canvas/ backdrop for wilder communication imageries such as digital dreamscapes and product placements.
Playing with colours and typography styles to set different mood and emotions for the brand, the two key visual branding elements are the colour red and the basic shape: circle.
Red — A colour that triggers instant association to duty-free. Our fluid brand gradient is an unison of tradition and innovation.
Circle (just like the ‘O’ in our brand icon) represents ‘One World’— a world of differences congregating in a harmoniously united space.
On that note, everything is encapsulated in the brand monogram which signifies a wholesome world firmly pillared by the duty-free business.
