Brief Explanation

The successful legacy of DFS as a duty free retailer presented a significant challenge in repositioning as a global luxury retailer. 1. Building equity for two unknown brands Raising awareness of DFS as a premium luxury airport retailer, and T Galleria as a standalone premium luxury retailer. 2. Defining the retail proposition. Positioning DFS/T Galleria the preferred destination for global luxury goods. 3. Differentiating the brand message Ensuring customers knew the communication was coming from DFS, not our brands. 4. Creating Continuity Creating a group of connected assets to allow flexibility in placement.

The Brief

DFS approached us to rebrand an iconic brand originally created in the 1960s, to reflect a more contemporary outlook matching the realities of modern online/offline retailing. We wanted to position DFS airport and DFS Galleria as the world traveler’s preferred destination for luxury shopping, creating a seamless experience across: - Brand identity and global guidelines - Print, video, digital, out-of-home advertising - Packaging - Loyalty programs - Marketing collateral - Events & promotions - Visual merchandising & store design - Signage and environment - Corporate and consumer websites - Digital and social applications - Corporate Social Responsibility

How the final design was conceived

To master the challenge we created a brand manifesto that evoked the luxury and glamour of the journey experienced by world travelers. The brand needed to engage the customer at every step of their journey, from travel-planning to pre-departure, from in-flight to arrivals and the downtown experience. As we were founded in Hong Kong, and the DFS locations are primarily in Asia, proudly showcasing the DFS Asian heritage was also a crucial factor. Consistency was key so the brand identity needed to incorporate a strong element of red, our traditional brand color.

Indication of how successful the outcome was in the market

In 1 year, LVMH allowed DFS to do a 360 degree global marketing transformation from DFS Galleria Store to Tgalleria Store, Airport, New Brand Identity Systems,Guidelines, Ad campaigns for Print, Digital, Video, OOH, Packaging, Loyalty Programs, Marketing Collaterals, Events and Promotions, Visual Merchandising, Store Designs, Events, Consumer Website, Corporate Website, Digital Apps, WeChat, Social Media, Special Brand Partnerships, Corporate Social Responsibility in 4 Continents, 11 Countries, in 420 locations and multiple languages. Considering the sheer magnitude of the communications, It is one of the most impressive global campaigns of its time done right here in Asia.