Ana Couto Branding & Design

BAT - Lucky Strike

Challenge

Create a highly relevant, urgent ice portfolio that creates the Lucky Strike brand experience and reveals its essence to consumers and its positioning as an international premium brand.

Solution

The brand essence – Free Thinking Man – was explored in two creative concepts: the Thinker (someone who re-thinks processes in order to reach a differentiated point of view) and the Maker (someone who interferes in a process to modify or reconstruct his own space).

Results

Consumer experience directives were included in the worldwide brand Guidelines – they were carefully evaluated in research surveys with consumers.