Camel

Sector:

Tobacco

Explore:

With the on pack health warnings increasing in size and eroding the available space for brand communication, our task was to create technically achievable structural designs that would provide JTI’s brands a platform to visually engage but at the same not functionally alienate franchise consumers.

Design:

6 pack structures were researched and technical/financial parameter studies conducted on each. The winning route requires the consumer to open the ‘door’ before accessing the cigarettes thus seeing the brand communication at every smoke. The ‘door’ retains the closed position of the hinge lid allowing a corner of the inner frame to be trimmed back, achieving easier ‘1st cigarette access’.

Realise:

Based on an existing machine principle and $5 Million investment, a bespoke 350 ppm mid speed packer was commissioned from leading machine engineers G.D Italy.

Camel launched the structure with the Art Collection Series, a limited edition range that explored various genres of contemporary art with a Camel brand influence, an approach still key to the brand portfolio.