The Middle East & Africa Duty Free Association (MEADFA) has unveiled a new brand identity as it marks its 25th anniversary. The updated identity reflects the association’s evolution and its role in representing the duty free and travel retail industry across the Middle East and Africa. According to MEADFA, the rebrand also supports its ambition to strengthen the region’s position within the global travel retail sector. The new logo retains the map of the Middle East and Africa, while introducing a more contemporary design. MEADFA President Abdeslam Agzoul said: “As MEADFA celebrates 25 years, our new identity reflects both our heritage and our future.