Packaging Design


The Project

OOur brief was to cut through a heavily-restricted environment to provide a unique, memorable and captivating experience for consumers. In an environment in which innovation is rare to non-existent Promise told stories in a new and amazing way.

The Problem

In an extremely limiting environment how do we make Camel cigarettes stand out from their competitors? Legislation has made it extremely difficult for tobacco brands to differentiate themselves so how do we execute groundbreaking creative work without getting into trouble?

The Solution

We pioneered augmented reality packs that had consumers engaging with the packaging in a completely new way. With the help of their mobiles consumers could bring the boxes to life and experience the Camel packs like never before.


Brutal Fruit Cranberry Rosé | Variant Launch