Re-launching an old brand, keeping the heritage and quality, but making it more relevant and modern today. Creating interest by juxtapositioning opposites to make for a dramatic statement. old and new, bold and smooth. elements of the product pack make up the artwork, thereby reinforcing the old elements, but presenting them with a modern and urban vibe.
ROLE: BRAND RE-VITALIZATION, MARKET STRATEGY, CONCEPT/ DESIGN AND EXECUTION
YOUNG AND RUBICAM | 2007 RUSSIA/ UKRAINE