Satisfying needs and fitting taste in every travel

When setting GWP, we took these three major insights into consideration: Practical, Delightful and Reusable. Therefore, for a travel retail brand like Dufry, we positioned the concept as “Satisfying needs and fitting taste in every travel.” And we adopted this concept to the overall packaging of GWP. In terms of the color setting, we picked red for Dufry VI brand color, supported with color black and white to present the elegant travel taste in order to echo the branding of Dufry.

設定GWP時，我們考量到的主要是三個insights:

Practical, Delightful, Reusable

針對Dufry這樣的旅遊零售品牌我們定位的概念是：

Satisfying needs and fitting taste in every travel

在設定色彩的部份則以Dufry VI代表品牌色 – 紅色作為出發

並設定輔助色白與黑來呈現優雅旅行品味以呼應品牌調性

Client   |  Dufry

Service  |  GWP Design

Year  |  2014

Creative Director  |  Thomas Chiang

Copywriter  |  Thomas Chiang

Design Assistant  |  Steven Y.