DFS

Designing a range of own label packaging.

Hong Kong-based DFS (Duty Free Shopping) is the world’s largest luxury travel retailer, with many label brands in their portfolio.

Emotive was tasked with designing a range of packaging for confectionery and snacks to be sold through the DFS duty free channels. The challenge was to create ‘souvenir’ style packaging to prompt impulse purchases, so each piece had to embody the country of origin, whilst appealing specifically to the target audience’s cultural expectations. For example, we created an Australian beef jerky targeted at the Chinese tourist market.

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