ARI - An Industry giant reborn

The Challenge

When the pandemic upended the travel retail industry, mid-sized player ARI found itself vulnerable. Rather than retreat, the company saw an opportunity to reinvent itself. I worked with them to redefine their brand and creative identity for future growth.

My Approach

I conducted 360-degree fieldwork and competitive research across ARI's global operations. The insight was clear: the industry had lost its soul by prioritizing product and commercial returns over emotional customer connection. I developed a new brand strategy centered on emotion and experience, creating the brand platform 'Joy on Your Way' with a complete visual identity including logo, color palette, brand book, and consumer-facing brand expression.

The Results

The rebrand drove measurable business impact: 13% revenue growth in 2024 reaching €1.4 billion globally, and a 64% increase in profit before tax from international businesses in H1 2025. The 'sense of place' strategy successfully transformed stores from generic 'The Loop' locations into locally-rooted experiences like 'Dublin Airport Duty Free' and 'Cork Airport Duty Free', with increased conversion rates and passenger spending across all markets.