Brand & Identity Refresh
Brand & Identity Refresh

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


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 over recent years.

Their success has always been due to the inspired workforce they employ, the genuine partnerships with airport landlords, and the support of incredible supply partners.

The Design Team at awpl didn’t feel the existing identity reflected the company’s attitude or focus on people, so we took it upon ourselves to develop a new look.


The existing logo was problematic for a few reasons. The symbol’s stretched shape balanced awkwardly with the type. A multitude of colours made it difficult to reproduce accurately across mediums. And the colours themselves were dulled and lacked impact.

We simplified the plane symbol using thick line work, presenting well at all scales and when rotated, is the shape of a heart.

The type is bolder and feels stronger, while more expressive and energetic colours reflect the company’s attitude.

A new tagline - The Heartbeat of Travel Retail – was the final piece of the puzzle.


We were thrilled to refresh awpl’s identity, making it more reflective of the organisation’s confident and high-energy attitude.

Since launch, it has been comprehensively rolled out across the entire business: proposal documents now present stronger than ever and have led to great new opportunities for the business; a new website is an important touchpoint for prospective employees and supply partners; and new uniforms, vehicle decals and shipping boxes help keep the brand mobile.

logo / brand guidelines / website / stationery / proposals / presentations / forms / posters / packaging / vehicle decals / wayfinding / uniforms
logo / brand guidelines / website / stationery / proposals / presentations / forms / posters / packaging / vehicle decals / wayfinding / uniforms
awpl Project Images16v2
awpl Project Images7
awpl End of Year Mockup
awpl Project Images21
awpl Project Images12
awpl Project Images11
awpl Project Images18
awpl Project Images8


Brand Strategy

Brand Strategy

Yianni Kouros

Identity Design

Yianni Kouros, Chris Billson

Yianni Kouros, Chris Billson

Website Design
Website Design

Chris Billson, Nick Wood, Yianni Kouros

Chris Billson, Nick Wood, Yianni Kouros


Nick Wood, Yianni Kouros

Signage Supply & Installation

Technigraf, Gramata

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