DFASS Group has unveiled a new name and brand identity following the culmination of a 14-month project to redefine the business ‘for the travel retail industry of the future.’

The name 3Sixty was born after DFASS commissioned UK firm, Designhouse, to rebrand the company. The objective was for the name and visual identity to reflect its role as a disruptor and innovator in travel retail without restricting growth into other fields.

This will be rolled out across 3Sixty operations globally in a comprehensive rebrand, including new typography and colour palette, digital assets, video and animations, internal communications, new signage and way-finding, advertising, retail graphics systems, a new website and marketing materials.

CREATIVE SOLUTION

Designhouse conducted workshops and online questionnaires with employees, partners and suppliers to develop a strategy and creative solution that would best reflect the brand and its plans for growth.

A new focus on growing airport duty free meant the brand had to be flexible and work for a business to business and consumer audience, the company indicated.

Lavinia Culverhouse, Managing Director of Designhouse said: “It’s been really exciting to have worked with the 3Sixty team over the past year. 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 touch-points and opportunities along the customer journey.”

According to the company, 3Sixty highlights the global reach and full spectrum of services and goods offered by the business, along with the breath of operations and strategic partnerships. Gold was introduced as a primary colour for the new identity, allowing the brand to stand out and reflect its ‘quality and premiumness.’ A secondary colour palette offers ‘versatility’ for point of sale and marketing materials.

A statement received by TRBusiness following the launch event in Miami on 17 October said: “Introducing a half numeric, half alpha identity makes the name more disruptive, more distinct and memorable. A new strapline, ‘Duty Free & More’ futureproofs the business and our ambitious plans going forward.

“A radar sweep graphic device is used to illustrate that the business is constantly evolving and improving, looking outwards and scanning for opportunities.”

MODERNISING THE ORGANISATION

Over the past months, DFASS has been progressively modernising the organisation, investing in new technology and ‘pioneering’ omni-channel and pre-travel ordering for customers which includes home delivery. It is also committed to expanding its influence in airport duty free and speciality retail, with recent concession wins at Dallas Fort Worth, Charlotte Douglas, Pittsburgh and other international airports in the Americas.

Speaking to TRBusiness as part of a wide-ranging interview in September, Executive Vice Chairman Roberto Graziani, who joined the company last year said: “We continue to exceed our sales targets in 2018 in both retail and inflight and are pleased with the progress of our growing airport retail store portfolio, with particular strengths seen in Newark, Orlando, Fort Lauderdale and our Mexico locations, to name a few.

“We continue to develop our retail team and have seen great progress with improved assortments and service levels for our customers. Our amazing main store in Dallas Fort Worth demonstrates our ability to deliver world-class retail environments.”

He added: “Our inflight business remains remarkably resilient and we continue to innovate across our portfolio while the industry evolves. Clearly, our announced partnership with SATS and Singapore Airlines Group demonstrates our leadership in the industry’s evolution.”

Regarding the SATS and Singapore Airlines Group partnership, Graziani said the company was still on course to finalise the agreement. “This is a very new arrangement so you can understand the need to be thorough to ensure all partners are satisfied with the final agreement. All parties are excited and highly motivated to bring this to a close signalling a new era in inflight travel retail.”