Repositioning Creation Retail Strategy Design & Experience Strategy Brand Intelligence

Adventure

Your adventure begins here

Aer Rianta International (ARI) approached us to create an identity for a series of airport-based travel goods stores designed for life on the go. The stores needed to serve travellers in transit, offering practical goods and essentials while still feeling exciting, optimistic and connected to the possibility of travel.

Built around the name Adventure, the brand was positioned as a destination that equips travellers with what they need for their next journey. The identity was designed to balance utility with energy, helping the stores feel easy to navigate, globally flexible and full of anticipation for the adventure ahead.

Modern retail store interior with blue parcel lockers on the left, white suitcase display in the center, and white clothing racks with 'ADVENTURE' text on the right.

A system built for Adventure

Designed to feel premium yet accessible, the identity uses a dynamic and flexible visual system that reflects the changing mix of customers moving through the space. Inspired by the patchwork of human adventure, it represents the modern traveller across city, surf and countryside settings, to express movement, new experiences and discovery. The result is a brand world that brings the spirit of travel into the retail environment, carrying the journey on for just a few moments longer.

Style guide page showing the primary letter mark 'ADVENTURE' in FK Screamer Legacy SemiSlanted font, four rectangular shape identity blocks with yellow, red, blue, and olive colors, and typography samples of the phrase 'NOTHING TO LOSE AND THE WORLD TO SEE' in FK Screamer Legacy SemiBackslanted, SemiSlanted, Upright, and PP Neue Montreal Regular fonts.

Billboard with a white suitcase featuring travel stickers and large yellow text reading 'ADVENTURE ADVENTURE', with smaller text saying 'Designed in Melbourne. Made for the world.'

Minimalist clothing store interior with white t-shirts on yellow racks, white sneakers on illuminated dark shelves, and a silver suitcase on a red table.

Designed for direction

The signage system draws directly from the visual language of the airport environment, using clear wayfinding principles, bold directional cues and a dynamic sense of movement to make the space easy to navigate. In-store signage extends the broader patchwork concept, with a grid-like approach that reflects the many different journeys, destinations and experiences connected to travel. This creates a system that feels both functional and expressive, helping customers move through the store with clarity while reinforcing the energy and variety of the Adventure brand world.

Colorful directional store sign with categories: Luggage, Apparel, Footwear, Accessories, and Gifts.

Two colorful paper shopping bags on a blue background, one large olive green bag with yellow handles and text 'NOTHING TO LOSE AND A WORLD TO SEEE' with 'ADVENTURE' in orange, next to a smaller bright yellow bag with red handles and text 'MADE FOR THE WORLD' and 'ADVENTURE' in orange.

Modern retail space displaying white luggage and handbags on shelves, with colorful sale posters on a white wall.

Modern eyeglasses display wall with multiple pairs of glasses in blue cubbies above a blue counter, next to a red chair and small round table.

Modern retail store interior with a red display table holding folded white clothing and accessories, and a wall featuring large yellow text reading 'ADVENTURE Designed in Melbourne. Made for the World.'

White suitcase with colorful adventure-themed stickers and a red strap with yellow text reading 'ADVENTURE'.

Close-up of a white suitcase with colorful city name stickers including New York, Tokyo, and Melbourne, secured by a red strap with yellow 'ADVENTURE' text.

A retail space in motion

The store design builds on this foundation through a clean, modern and highly considered retail environment. Minimal forms and strong blocks of colour bring a sense of excitement and visual impact, while still feeling premium and accessible. Inspired by contemporary airport interiors and transport design cues, the space feels intrinsically tied to travel, creating an environment that is energised, relevant and designed to bring the spirit of movement and discovery into the physical store experience.