Lucky Strike Menthol & Menthol Lights
Line Extension - Japan

Part One:

This portion of the project required a careful examination of the current product's brand equities. We explored a wide variety color options that increased a visible differentiation within the family through the use of color.

Part One:
Current Packaging

Part One:
Phase One Creative

Part One:
Phase One Creative

Part One:
Phase One Creative

Lucky Strike Menthol & Menthol Lights
Line Extension - Japan

Part Two:

Recognizing the Japanese perception that new products ought to appear new and different, My creative team and I were to follow the lead of Kamel Cafe brand design and present out-of-the-box thinking. Utilizing the current graphics in an aggressive design format led to some very dynamic and contemporary options.

Part Two:
Phase One Creative

Part Two:
Phase One Creative

Part Two:
Phase One Creative