awpl

Brand Identity Design

The can-do travel retailer becomes the heartbeat of the industry.

logo / brand guidelines / website / stationery / proposals / presentations / forms / posters / packaging / vehicle decals / wayfinding / uniforms

The Opportunity

awpl has been operating retail stores in airports across Australia and New Zealand for over 20 years, employing a workforce of over 600 people across a network of over 50 stores.

A tenacious, can-do attitude permeates throughout the Australian owned company, and has solidified them as a genuine industry player.

Looking The Part

An inspired workforce, genuine partnerships, and incredible suppliers can all be attributed to the ongoing success of the business.

The common thread? Passionate People.

The existing logo and identity didn't match the company’s people-centric mindset.

An inspired workforce, genuine partnerships, and incredible suppliers can all be attributed to the ongoing success of the business.

The common thread? Passionate People.

The existing logo and identity didn't match the company’s people-centric mindset.

An inspired workforce, genuine partnerships, and incredible suppliers can all be attributed to the ongoing success of the business.

The common thread? Passionate People.

The existing logo and identity didn't match the company’s people-centric mindset.

Respect Our Past, Simplify Our Future

In addition to not representing the company's values, the existing logo was functionally not up to scratch.

The elongated aeroplane balanced awkwardly with the type, a multitude of colours led to difficult and inconsistent reproduction, plus the colours were muted and lacked energy.

In addition to not representing the company's values, the existing logo was functionally not up to scratch.

The elongated aeroplane balanced awkwardly with the type, a multitude of colours led to difficult and inconsistent reproduction, plus the colours were muted and lacked energy.

In addition to not representing the company's values, the existing logo was functionally not up to scratch.

The elongated aeroplane balanced awkwardly with the type, a multitude of colours led to difficult and inconsistent reproduction, plus the colours were muted and lacked energy.

Our solution was to simplify the aeroplane symbol and pair it with bolder letterforms, as well as reduce the number of colours from 6 to 2.

The result? A logo and tagline that are appropriate to the brand, distinctive at all scales and far easier to implement consistently across mediums.

Our solution was to simplify the aeroplane symbol and pair it with bolder letterforms, as well as reduce the number of colours from 6 to 2.

The result? A logo and tagline that are appropriate to the brand, distinctive at all scales and far easier to implement consistently across mediums.

Our solution was to simplify the aeroplane symbol and pair it with bolder letterforms, as well as reduce the number of colours from 6 to 2.

The result? A logo and tagline that are appropriate to the brand, distinctive at all scales and far easier to implement consistently across mediums.

Consistency Is Key

Consistent implementation, or the lack thereof, can make or break a brand’s integrity.

This document is a helpful tool when applying the awpl brand assets to any context.

Print Overhaul

To start, we designed a stationery set including business cards, a company letterhead, and a compliments slip.

The new typeface and colour palette come into full stride on redesigned internal communications, posters, forms, and pitch documents.

awpl Referral Poster Mockup Image Yianni Kouros

awpl Internal Forms Mockup Image Yianni Kouros

awpl Auckland RFP Mockup Image 2 Yianni Kouros

awpl Auckland RFP Mockup Image Yianni Kouros

Let's Get Physical

New signage was installed to the front entrance, carpark, and warehouse at the awpl Support Centre.

A Digital Shift

The awpl website was fully redesigned to become an important touchpoint for customers, supply partners and prospective employees.

The Lasting Impact

Redesigning the logo was just the beginning for the business-wide identity overhaul.

Since launching the new identity, the company grew from 40 stores to over 60 across Australia & New Zealand as a result of several successful pitch opportunities.