WINSTON
FEATURED CASE
BRAND CAMPAIGN / LOYALTY PROGRAM
/ OVERVIEW
Still a Free Country™
A legacy rooted in American heritage.
Winston cigarettes are proudly made in America from quality recipes and ingredients. The ingredients list for most of their products is simply tobacco and water.
Currently owned and manufactured by ITG Brands, a subsidiary of Imperial Tobacco in the United States, and by Japan Tobacco outside the U.S. The brand is named after the town where R. J. Reynolds started his business which is Winston-Salem, North Carolina.
AGENCY / COLLABORATION
Pavone Group (AOR)
Keith Seaman (CD)
Paul Murray (Copywriter)
Billy Childress (Photography)
Paige Kowal (AM)
ROLE
Art direction, design
/ 01
/ BRAND ELEMENTS
/ GUIDELINES
/ 02
Winston Cigarettes is a time-honored brand that enjoys a rich tradition and a rightful place in the American landscape.
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We redesigned the brand by elevating it’s dated look through developing a new set of brand standards, photography, print and digital that appealed to a younger audience while retaining the promise of quality natural recipes and ingredients like tobacco and water.
/ 03
PHOTOGRAPHY
A rugged, natural and authentic photography style was developed to portray the feeling of “Still a Free Country” — untamed lands, dirt ‘n grease, loyal friendships and white knuckle adventures all captured in the vintage corners of modern day.
/ 04
PACKAGING
/ 05
DIRECT MAIL
/ 06
/ 07
DIGITAL AD
/ 08
LOYALTY PROGRAM
A simple design system was created for the execution of the consumer facing app. The same brand fonts and colors were applied with the addition of the new rewards lockups. Tear patterns were established for division of sections and simple card styles were created for all products to be displayed in full and half width sizes.
