Island Duty Free: A kinetic branding design only Iceland could inspire
Objective: Create a brand identity design as distinctive as Iceland itself, for Keflavík Airport's new duty free retail experience.
When Heinemann won the new duty free contract at Keflavík Airport, the ambition was bold: to build the most unique travel retail experience in the world.
To bring that ambition to life, we designed a distinctive brand world for Island Duty Free — shaped by Iceland’s poetic unpredictability. Our creative platform, Moving Forms, draws from the shifting tectonics of the landscape itself. A visual metaphor for life in motion — expressive, elemental, and always evolving.
This energy runs through everything: from a kinetic brand icon to a bespoke typeface that works alongside a progressive, refractive graphic system. A brand gradient of fire and ice becomes the atmospheric signature throughout — flowing across digital and physical touchpoints with intent and distinction.
Crafted to incite curiosity, the brand positioning and tone of voice works to embolden exploration. Under the guise of “Find something extraordinary in every corner”, Island Duty Free doesn’t just sell products — it mirrors why people come to Iceland in the first place: to experience the unexpected. Something they can’t find anywhere else.
From the logotype to brand guidelines, campaign creation and retail experience design - we delivered a holistic brand identity system that's as distinctive as Iceland. Creating a poetic yet progressive duty free brand that doesn’t interrupt the journey — but moves with it.
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