Rediscovering the Joy of travel

Putting the joy back into your journey

The Aim

It’s a well recognised fact that Aer Rianta, (ARI) were pioneers in bringing the world’s first Airport Duty Free to fruition in Shannon airport over 75 years ago.

Cut to recent times – in 2020 while the world of air travel was reeling from the devastating effects of a global lock-down, the ARI Board decided to take the opportunity to reassess their core positioning, visual identity and overarching global brand strategy.

Dynamo were tasked with taking them on a journey to develop an energetic new positioning and to breathe new life into every facet of the brand.


Brand strategy
Brand repositioning
Story telling
Identity design
Brand visual universe
Campaign creation


The Game

Starting with a comprehensive strategic analysis and delving deeply into passenger behaviours, we landed on a compelling insight that would form the basis of a bold new positioning for ARI.

The insight was hiding in plain sight. The buzz you feel from air travel only really begins once you step through security and step into Duty Free. This was the feeling we wanted to capture in the new brand expression: ‘Joy on your way’.

This serves as both a unifying idea and a clarion call for the business, acting as an inspirational foundation for all marketing communications.

The Fame

With 27 Duty Free stores spread across 5 continents, the new brand proposition and visual identity has successfully unified previously disjointed communications campaigns across the world.

Fully embracing ‘joy on your way’ has captured the imagination of the global team and has helped to re-energise ARI’s purpose both as an organisation and a retailer.

“Together, with the Dynamo team, we embarked on a journey to better the direction of travel for ARI. From the strategic intent right through to our creative expression. The new ARI brand celebrates our rich history and nicely positions us for delivering on our vision to be the world’s favourite airport retailer and partner of choice. We’re really happy with the outcome and very excited for the journey ahead.”

Laura Toner
Global Head of Marketing, ARI

What we delivered

Brand strategy / Visual identity design / Brand world creation / Communications toolkit / Brand guidelines / Advertising campaigns / Point of sale /merchandising guidelines / Apparel