The , which has 65 stores across seven major UK airports, plans to unveil a new "brand badge" for seven of its outlets, which it hopes will appeal to new and existing customers at Heathrow Terminal Five, when the multimillion pound hub opens in 2008.
JHP Design, which has developed the store redesigns, said the image overhaul had to attract "the most diverse customer base on earth" because of its location at one of the busiest airports in the world.
Mark Riches, managing director of World Duty Free, said: "We needed to create a brand that was fit for the 21st century and which had the ability to tempt all consumers with a modern, stylish and simple identity."
World Duty Free, which has been operating since 1997, has outlets at Heathrow, Gatwick, Stanstead, Edinburgh, Aberdeen, Glasgow and Southampton airports.
Heathrow Terminal Five is set to handle around 30m passengers a year when it is fully functional in 2015.