ALTRIA
Prologue
Below are selected brand identity packaging projects done for Altria brands Marlboro and Parliament. All work placed a strong emphasis on enhancing each brand and sub-brand's established iconic core identities by driving their recognizable visual elements and language to more categorically ambitious and contemporary levels.
Marlboro Blue
The Marlboro Blue menthol line has a much tougher task than most Marlboro products—engage consumers typically not only devoted to other brands, but effectively averse to Marlboro. Here we explore how we can present the inherent qualitative authority of Marlboro, but through a completely different lens from what consumers of brands antithetical to Marlboro are expecting.
Marlboro Blends No. 27+29
Maintaining the essential visual assets of the current Blend No. 27 pack design, these redesigns of it, and the new Blend No. 29 feature a consistent familial bond. The repositioning of the existing graphic assets and added heritage elements speak the visual language of handcrafted, premium goods to relate to a more creative, individualist consumer.
Parliament iQOS
Altria's iQOS is the newest, most advanced tobacco technology on the market. With the aim of appealing to more tech-savvy smokers, this is an exercise in how we can push the long-established, historically iconic Parliament brand forward to communicate itself as a modern, cutting-edge product for new iQOS consumers, but still remaining recognizably Parliament.
