Published on March 8th, 2023 | by Mark Dwyer


ARI Unveils New Brand Identity

ARI (Aer Rianta International) has unveiled its new strategic brand framework, including a contemporary new brand identity and brand expression, Joy On Your Way. Building on a unique heritage spanning over 75 years, ARI is now evolving its proposition for future success and underpinning its ambitious growth plans with these solid strategic foundations.

“This marks a gear change for our business,” said ARI Chief Executive Officer, Ray Hernan. “Not only are we identifying our unique proposition, brand values and behaviours, we’re embracing and celebrating them. It provides a distinctive proposition and a further point of difference from our competitors; it makes us the business that people want to work with, and we have the track record to prove it. We’re serious about joy, and we’re serious about driving growth.”

“I am delighted to unveil the results of many months of extensive work in developing ARI’s new brand identity and brand expression”, said Laura Toner, ARI’s Global Head of Marketing. “We’re breathing a new energy into our business as well as into the industry. Our brand is now one of our strongest assets. It’s charmingly confident, relatably human and powerfully emotive – exactly what we are as a business. As well as embodying this through our corporate brand, this is also expressed through our new consumer-facing brand identity, meaning as a business we are fully aligned in our brand communication. In-store and digitally, we have a new creative experience for our customers with vibrant and engaging branding. It’s clear and simple, highlighting all that is great about ARI and the travel retail experience, from great value and savings to travel retail exclusives. We’re excited to really elevate our offering and welcome customers into this new brand world.”

ARI opened the world’s first Duty-Free shop at Shannon Airport in 1947 and the concept was then developed at Dublin and Cork airports. In 1983, ARI won its first overseas contract with Dubai International Airport and in 1988 through a joint venture with Aeroflot, opened Duty Free operations in Moscow, Saint Petersburg and Kiev. ARI also created downtown stores in Moscow and border crossing stores between Russia and Finland. Today, ARI operates in 27 cities, 14 countries and 5 continents.

The new Thread of Joy is an integral component of ARI’s new visual identity. It was commissioned to represent all the strands of joy woven across the world through travel and human connection, combining to form an energetic, dynamic and lively Thread that runs throughout the brand.

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About the Author

Mark is an airline pilot flying the Boeing 737 for a major European airline. In addition he is also a Type Rating Instructor, Type Rating Examiner and Base Training Captain on the B737. Outside of commercial flying Mark enjoys flying light aircraft from the smallest 3 Axis microlights up to heavier singles. He is also an instructor and EASA Examiner on single engines and a UK CAA Examiner. He flies the Chipmunk for the Irish Historic Flight Foundation (IHFF). Mark became the Chairman of the National Microlight Association of Ireland (NMAI) in 2013 and has overseen a massive growth in the organisation. In this role he has worked at local and national levels. In 2015, Mark won ‘Upcoming Aviation Professional Award’ at the Aviation Industry Awards sponsored by the IAA. Mark launched this website back in 2002 while always managing the website, he has also been Editor and Deputy Editor of FlyingInIreland Magazine from 2005 to 2015.

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