Changi Retail

BLACK was commissioned to define and build a brand system for Changi Retail, Changi Airport Group (CAG)’s retail arm. This includes a family of sub-brands—e-commerce system iShopChangi, Changi Rewards, Changi LoveSG, and Changi First—and encompasses both online and offline campaigns, shopping and dining experiences across all terminals of Changi Airport.

The graphic system was inspired by the joy of gifting and unveiling gifts, and includes guidelines for typography, photography and iconography. These are meant to enhance the retail experience for both travellers and locals, by communicating Changi Retail’s offerings under a unified brand idea of ‘Your Treat, From Us at Changi’.

To further evoke the delight of gifts and gifting, the primary visual device of a gift wrapper is used. This may be adapted for use in various dimensions and mediums, to ensure consistency across the various sub-brands. The brand system is also part of CAG’s leasing toolkit, which is distributed to tenants of the Airport.