Brief Explanation

Target small trendy area of Tokyo, and build brand by improving its brand image as the most credible cool tobacco brand for target audiences.

The Brief

We were challenged to make KOOL the most credible cool tobacco brand in Japan to attract male smokers between 20 – 25 years old, who are active and curious about the latest happenings. We had to talk to them on a same level to build credibility, and use cool language and expression without trying too hard.

How the final design was conceived

We collaborated with 10 creators (graphic designers; illustrators; and fashion designers) who are upcoming yet influential to our target consumers to enhance the brand’s credibility. Giving package as a canvas, collaborators freely expressed the world of KOOL. Designs were very impactful without being too corporate, and well delivered the creative spirit of the brand. Both Lights and Milds featured the 10 designs.

Indication of how successful the outcome was in the market

The creative collaboration packages were well received by both retailers and consumers. Snapped up by retailers and sold out way ahead of expectations to consumers collecting and swapping the edgy designs.