DOOTA Dutyfree

September 2016

Creative Director : Shin Myungsup
BX Designer : Lee Hyojin, Kim Yura


DOOTA aims for the platform brand that provides more than just purchasing a product experience,
discovering unique products and new brands and introducing it to customers.
Logotype of the master brand is expressed simple to embrace sub-brands that have variety characters.
It imparts sub-brand's characteristics that adjusting thickness of the base line of the master brand.
Visual Motif is started at 'Platform', brand characteristics of DOOTA. DOOTA Platform is a space
which exists various products, contents and values, so it expresses identity of each customer who selects
and purchases a product to suit their taste in the platform. Contents of DOOTA such as personality
of customers which changes dynamically are expressed DOOTA’s graphic motif flexibly in imaginary grid.
Sub-brands, which have variety characters themselves, are also applied to the grid system to maintain
a consistency of brand identity and also expressed the expanded motif that contains a sub-brand's personality.

As an another sub brand of DOOTA, DOOTA DUTY FREE is a brand delivering new value through
luxury brands, products and experiences which could not be seen from existing duty free shops.
BX design of DOOTA DUTY FREE expresses its own distinctive luxurious image of DOOTA DUTY FREE
by using visual motif which uses well-matched line to simple and minimal motif and logo type.
The visual motif of DOOTA DUTY FREE, blended with lots of lines, delivers another chicness
to customer compared with solid visual motif of DOOTA MALL. Also by using color, differentiated with
competitors, it delivers DOOTA DUTY FREE’s trendiness and affordable luxurious image.