The Nuance Group yesterday unveiled a new corporate brand identity for its tax and duty free operations at Sydney International Airport (T1), opting for 'SYD Airport Tax and Duty Free' to replace the Downtown Duty

Free brand at Sydney Airport.
Nuance says the decision to launch SYD Tax and Duty Free is part of a wide-ranging set of changes. Christian Strang, Ceo, The Nuance Group, Australia and New Zealand commented, ‘We are redesigning all elements of our business to provide customers with the best travel retail experience in the world. This is much more than a change in signage and a lick of paint – the SYD brand signals a vast number of improvements that will make Australian duty free shopping the best value in the world.
‘The new brand is designed to be very Sydney, very travel and very retail. The execution of the logo conveys the warm and approachable character of one of the world?s most popular cities, associates with travel through a reference to the IATA code baggage label and indicates both value and the contemporary retail nature of the offer through the golden colour,’ he said.
The Nuance Group secured an eight-year concession for duty free shopping at Sydney Airport from November 2006. Store redevelopments are already underway, with the first SYD store due to open in mid-March. The redevelopment of the duty free stores will continue in line with terminal redevelopment which will be completed by 2009.
The Nuance Group?s Business Development Director, Australia and New Zealand, David Odgers added: ‘The brand promises customers access to the best value on the brands they want, delivered the way they want. Whether you choose to buy at the airport, or order in advance to have your purchases ?Ready for Collection?, SYD will make duty free shopping an outstanding customer experience.’
Russell Balding, Ceo, Sydney Airport Corporation Limited commented: ‘We are extremely excited by the introduction of the SYD brand and all the improvements for customers associated with it. Nuance has put a great team in place and we are looking forward to helping them create the best shopping experience for travellers.’
Nuance says the change comes ahead of the Federal Government?s introduction of new rules for taking liquids, aerosols and gels through security onto international flights from 31 March 2007. With the opening of its first SYD store in early March, The Nuance Group will reassure Australian travellers that new regulations will not impact upon their ability to purchase duty free products at Australian airports.