Superstar

Swan Cigarette Packaging Embraces a Contemporary Avian Elegance

By: Amelia Roblin - Published: Apr 26, 2011 • References: jkr and thedieline
It's difficult for a brand to embody the same identity over decades and still appeal to contemporary consumers. Swan cigarette packaging undertook this feat with a redesign to please the eyes of 21st century smokers.

The JKR studio revamped the wrappers for this make of ciggy filters and papers, keeping the original icon of the graceful white waterbird, but representing it in rather post-modern ways. The pretty plumed creature is still placed in right-facing profile, but instead with colors and patterns that fragment its feathered form.

Silver, Red, Green and Licorice have remarkably different labels with their own textural intricacies. Maintaining the routine use of black and yellow hues amidst the new Swan cigarette packaging, the brand aims to be recognizable to longtime buyers but look fresh enough to entice new users.