Client
Intagulf Travel Retail, Dubai, UAE
Industry
International Duty Free Beverages
Our role
Brand discovery
Brand strategy
Brand identity design
Brand guidelines
Overview
Intagulf Travel Retail was created as the sister brand of International Diplomatic Supplies (IDS) a business focused on supplying embassies, consulates, NGO's and military bases who enjoy diplomatic privilege. Intagulf Travel Retail aims to provide a more B2B focused service delivering a desirable portfolio of beers, wines and spirits globally to their clients with the vision to to emerge as the undisputed partner of choice in travel retail across the Middle East, East Africa, and the Indian Subcontinent.
“We really didn’t expect the level of work that went into the brand strategy and design. Very impressed by the drive, passion and talent of the team in bringing our vision to life. They went above and beyond. Well worth the investment.”
Mark Rogers
Managing Director
Our approach
We conducted a discovery workshop with key stakeholders to gauge perspectives on where they wanted to go and what they wanted to achieve with Intagulf Travel Retail. The goal was to establish a deep connection with their B2B clients by doing a deep dive into understanding their core needs, desires and pain points. From the gaps that we identified, we crafted a unique positioning for their brand that provided a much needed ‘North Star’. We identified an opportunity for ITR to be a cost-effective solution for their clients, to cut through the noise and offer product optionality and an opportunity for the client to access a broader duty free beverage portfolio. For the team, it was all about treating their client as they would like to be treated. At every step, from onboarding to delivery, they wanted to redefine the art of service for the duty-free client.
The results
We positioned ITR at the intersection of ‘SERVICE, STANDARDS & SELECTION’ and created a tagline; ‘Serving you better.’ which aims to convey the continual effort and pride they take in presenting an exceptional premium product portfolio with a wealth of options that exceed the exacting standards of their valued clients. Our tagline provides clarity and adds emphasis to help highlight our brand’s mission, purpose, and culture.
We also created a brand new identity that spoke to the strength of their promise with a uniquely crafted typographic logo. A modern word-mark that use three elements in the form of geometric shapes converging together to connect service, standards and selection. Steadfast in nature, it conveys dedication, commitment and trust. Featuring a deep aqua green, the logo stands with confidence and with integrity. The aqua green, with three tones all work in harmony and is complimented by the use of a bright orange to add a sense of dynamism.
