Gifting on the go: Duffle’s bright and bold brand by BR*Studio makes airport shopping a breeze

Duffle, a groundbreaking shopping application backed by Gharage, is set to transform the airport shopping experience. Instead of hurriedly wheeling hefty hordes of suitcases around duty-free, imagine instead having your purchases swiftly delivered right to your gate or lounge within a mere 20 minutes. This revolutionary concept is poised to make travel shopping an absolute breeze for globetrotters everywhere.

Hamburg-based design studio, BR*Studio, conceived Duffle’s identity. Inspired by the timeless duffle bag, a vital piece of travel gear, they created a fittingly short and punchy name and wordmark-led brand design that strives to not only capture attention, but also be memorable. Two vertical lines appear throughout the identity which, BR*Studio Founder & Creative Director Tim Rotermund explains, “are our ode to the iconic duffle bag, your faithful travel companion that you can always have with you.” Depending on the application, these two carrier strips can alter in scale, are seen in motion (as a nod to luggage conveyor belts) or contain call-to-actions such as ‘Get the App.’

To reinforce the app’s impactful and copy-forward approach, BR*Studio opted to use only one typeface for the brand, Sharp Type’s Sharp Grotesk. “We wanted a bold and condensed look to make the logo and messages as loud as possible,” Rotermund tells us.

Likewise, the colour palette keeps things loud and bright. Best enjoyed on a lit-up screen, it is led by an electric violet purple and complemented by a light lavender hue to represent the brand’s core and resonant values of smoothness, reliability, and inspiration. The primary colour, violet, was selected for its connotations of luxury and elegance, as well as imagination and creativity, which, according to Rotermund are “all characteristics that apply to the shopping experience at Duffle. Because shopping with the app is all about treating yourself or your loved one with something special.”

BR*Studio

Duffle