Reflecting the brand’s place between departure and arrival, goodbye and welcome home
Beirut, Lebanon, 21 July 2026: PAC Beirut Duty Free today unveiled Between Home and Away, its new long-term brand signature, marking a shift in focus from products and promotions to travelers and the experiences surrounding every journey through Lebanon.
The signature draws on a familiar truth for Lebanese travelers. Leaving is rarely a simple departure, and returning is rarely just an arrival. Each journey carries the people, places and memories left behind, as well as the anticipation of coming home.
Positioned at both ends of that journey, PAC Beirut Duty Free is present at two deeply personal moments: the final moments before leaving Lebanon and the first moments upon return. Between Home and Away gives that role a lasting expression and will guide the brand’s communications, customer experience, retail initiatives and digital presence in the years ahead.
Alongside the new signature, PAC Beirut Duty Free is introducing a refreshed visual identity, including a refined logo and a new color palette inspired by Lebanon. The identity will extend across the brand’s retail spaces, digital platforms, packaging, signage, uniforms and customer communications.
The first initiative under the new signature is First & Last, a brand film created by VIPMINDS US LLC and directed by Samir Syriani. Premiering on 21 July 2026, the film will appear in cinemas, on television, across digital platforms and on PAC Beirut Duty Free’s official social media channels.
In Lebanon, travel has long been shaped by changing circumstances, new opportunities and the need to adapt. Almost every family has someone living abroad, someone preparing to leave or someone waiting for a loved one to return. Behind every departure is something difficult to leave behind. Behind every return is someone waiting.
First & Last brings this shared reality to life through two travelers at Beirut Rafic Hariri International Airport: a man leaving Lebanon and a woman returning home. Their stories capture the emotions on either side of the journey, from the final goodbye before departure to the first welcome upon return.
About PAC Beirut Duty Free
Beirut Duty Free is the travel retail destination at Beirut Rafic Hariri International Airport, operated by PAC – Duty Free S.A.L.. It serves passengers departing from and arriving in Lebanon and has become a familiar part of the journey for generations of travelers.
PAC Beirut Duty Free brings together leading international brands and a selection of Lebanese products celebrating the country’s heritage, creativity and craftsmanship. It has received numerous awards, including the Quality Champions Silver Award for Best Duty Free, the Clarins Award and the Sunglasses Award for Best Marketing. Major international brands have also selected PAC Beirut Duty Free to pilot new concepts and initiatives for the region.
PAC Beirut Duty Free continues to develop its retail spaces, services and digital presence in response to travelers’ evolving expectations. Its brand signature, Between Home and Away, reflects its distinctive place in the travel experience: the first to welcome travelers home and the last to see them before they leave.
Built on quality, service and Lebanese hospitality, PAC is committed to delivering a contemporary, trusted and internationally recognized experience through Beirut Duty Free.
Operator: PAC – Duty Free S.A.L.
Location: Beirut Rafic Hariri International Airport
Website: www.beirutdutyfree.com
Brand Signature: Between Home and Away