Brief
Using your research into a global language we would like you to design a set of visual touch points for a duty free store, located in an international port. The aim of this exercise is to celebrate cultural diversity. We want you to explore and champion national visual culture through ideas and themes that touch on lifestyle, attitudes and distinctive language. Duty free stores are usually airside or beyond security and often a first or last chance to purchase a momento from your travels. This brief provides you with an opportunity to design a distinctive identity that resonates with the diverse travellers passing through the airport and also captures the unique cultural identity of the country in which the duty free store is located. Firstly, list 4-6 countries other than your country of birth or residence. Once you have a list, strike off any country from the list where the primary spoken language is the same as your native language. For example, if you are from the UK, then strike off the USA. Next, research the major cities with international airports in each of the remaining countries. Select the one where your duty free store will be located. You can give your store a name. The name of the duty free store is up to you and this need not be in English. Next, develop ideas in your sketchbook on the touchpoints listed below and then record these on your learning log. The set of touchpoints are a follows: A duty free store sign: for this you will need to determine the appropriate text – is it just the store name? Do you include a message for passing travellers? What language(s) does the text need to be written in? Also consider the size, determine if it is static or digital and ensure the sign is visible to the passing travellers. A duty free carrier bag: you will decide the size (or range of sizes) and material. Ensure it can easily accommodate a bottle of the local tipple and some celebrated foodstuff or condiment. The reverse side of a printed till receipt: for this component you are limited to two colours. The length is also variable, so consider that the receipt is on a roll and therefore will be torn off at different points. Finally work up your final designs and present them as mock-ups and in situ.
I began this exercise by listing six countries that English is not their main language and I researched about their major cities and airports.
Japan
Morocco
Mexico
Turkey
China
South Korea
My choice will be Istanbul Airport (IST); Turkey is an ideal location for a duty-free store because it serves as a major global transit hub, uniquely positioned at the crossroads of Europe and Asia. The cultural richness of Turkey reflected in its intricate patterns, vibrant colours, and harmonious blend of modern and traditional design, which offers a visually compelling foundation for creating a memorable retail experience. It’s the perfect setting for a store that provides travelers with distinctive and meaningful souvenirs before they depart.
Mood board
Colour palette
Thumbnails
Design process
Based on my research, I chose to incorporate a tulip into my design, as it is the national flower of Turkey and carries deep cultural and historical significance. For the typeface, I hand wrote the name to evoke a sense of warmth and individuality, reflecting the personal connection and emotional depth often associated with traditional Turkish art and symbolism.
Original images used for mock-ups
Final design
Mock-ups
Self-reflection
For this brief, I chose Istanbul as the location for my duty free concept, drawing inspiration from its rich cultural heritage and role as a bridge between East and West. My chosen name for the store is simply “Istanbul Duty Free”, a direct yet resonant title that is recognisable to international travelers.
My design centres around handwritten typography and a stylised tulip illustration, both of which play significant roles in Turkish visual culture. The tulip, an iconic symbol often associated with the Ottoman Empire, represents beauty and cultural pride. By integrating this motif in a loose, expressive style, I aimed to blend traditional elements with a contemporary, globally accessible aesthetic. The use of handwritten text further reflects a human, artisanal quality that suggests care, personal experience, and authenticity, important characteristics for souvenirs and final memories of a journey.
Through research, I explored how visuals can act as a global language. Travellers from around the world pass through Istanbul’s airports, and my goal was to create a brand touchpoint that resonates emotionally and aesthetically, regardless of the viewer’s background. The handwriting mimics a personal touch, perhaps even a signature, reinforcing the idea of taking home a unique, meaningful piece of the place.
This project also made me think deeply about how identity can be communicated non-verbally. The design avoids clutter and embraces simplicity, allowing key cultural icons to take center stage while maintaining universal legibility and appeal.
Overall, this process helped me understand how to create visual languages that celebrate cultural diversity while still maintaining clarity and function in a global, commercial space like a duty free store.
Resources
- Freepik. (2025). Mock-up. Available at: https://www.freepik.com/search?format=search&last_filter=query&last_value=Mock+up&query=Mock+up. (Accessed: 10 April 2025)
- Google images. (n.d.). Duty free shop. Available at: https://www.google.co.uk/imghp?hl=en&authuser=0&ogbl. (Accessed: 05 April 2025)
- Google images. (n.d.). Turkey culture. Available at: https://www.google.co.uk/imghp?hl=en&authuser=0&ogbl. (Accessed: 05 April 2025)
Maryam: OCA Graphic Design 