Operating in more than 75 countries and 1,200 locations, with 5,500 points of sale, Dufry Group became Avolta: A unified brand, reflecting the Dufry-Autogrill business combination, taking the lead in the travel experience revolution across Retail and F&B

Under a new brand identity, Avolta is designed to reflect the company’s long-term vision by putting the travelers’ needs at its core. Unifying the travel retail and food & beverage (F&B) businesses under a single company name. 

Expressing a new dawn for travel

The Avolta website design was centered on three key objectives: one, establish and define the narrative for a selection of new website pages, designed to communicate the fresh heart and vision behind the Avolta rebrand. Two, create a design system that would align all legacy content with the updated brand identity. And three, develop a final overall UI design that successfully brought to life the look and feel created by Wolf Olins.

A new website information architecture was devised alongside an audit of all existing website pages. This resulted in a validated blueprint for moving forward into basic website wireframing. 

The narrative of each page within the website information architecture was explored and defined, as a next step. Giving context to what every page was designed to do and how it would direct and engage users when navigating the new website.

From here we were able to move forward into hi-fidelity wireframes and basic prototyping. This allowed stakeholders to test and demonstrate the effectiveness of the website user experience (UX) design - trialing user journeys and goal completion paths.

By enhancing navigation and reworking the information hierarchy, the team made the customer journey intuitive and engaging from the very first click.

We then iterated quickly and honed in on the most effectual design choices to take through into the final user interface (UI) design.

A website design system fit for the next era in travel retail

Paramount to the success of the final website design was to make certain the UI design system seamlessly connected the new content with the old legacy content. All old content remaining part of the new website was categorised and assigned an updated module style.

We worked closely with the Wolf Olins visual identity to create a new website for Avolta that meant its fresh brand identity remained consistent across its digital centrepiece.

The redefined Avolta website experience is both intuitive and visually gripping. Offering the perfect platform for showcasing a new era for the brand.

Credits: Wolf Olins / Neverbland