Creating the future, better.
Creating the future, better.
This project demonstrated the potential for brands in traditional industries to redefine their identities in alignment with evolving consumer expectations. This rebranding journey reflects its commitment to responsible evolution and a better tomorrow.
Although this forward-thinking concept remained a strong contender throughout the process, ultimately it was not selected for implementation.
The client expressed satisfaction with the overall direction and acknowledged the value of the ideas generated during the project.
However, the exploration process provided BAT with valuable insights and strategic options for its evolution, innovation, and adaptability in shaping the future of the brand.
This project demonstrated the potential for brands in traditional industries to redefine their identities in alignment with evolving consumer expectations. This rebranding journey reflects its commitment to responsible evolution and a better tomorrow.
Although this forward-thinking concept remained a strong contender throughout the process, ultimately it was not selected for implementation.
The client expressed satisfaction with the overall direction and acknowledged the value of the ideas generated during the project.
However, the exploration process provided BAT with valuable insights and strategic options for its evolution, innovation, and adaptability in shaping the future of the brand.
This project demonstrated the potential for brands in traditional industries to redefine their identities in alignment with evolving consumer expectations. This rebranding journey reflects its commitment to responsible evolution and a better tomorrow.
Although this forward-thinking concept remained a strong contender throughout the process, ultimately it was not selected for implementation.
The client expressed satisfaction with the overall direction and acknowledged the value of the ideas generated during the project.
However, the exploration process provided BAT with valuable insights and strategic options for its evolution, innovation, and adaptability in shaping the future of the brand.
⮑ Outcome
The proposed rebranding concept emphasized BAT’s commitment to harm reduction, innovation, and a positive lifestyle. Key elements included:
Establishing BAT as a brand dedicated to advancing technology and alternative smoking products with a futuristic feel.
Crafting an aspirational narrative to resonate with consumers seeking healthier and more modern choices.
Reinforcing BAT's position as a responsible leader in the industry, prioritising innovation for a better future.
The proposed rebranding concept emphasized BAT’s commitment to harm reduction, innovation, and a positive lifestyle. Key elements included:
Establishing BAT as a brand dedicated to advancing technology and alternative smoking products with a futuristic feel.
Crafting an aspirational narrative to resonate with consumers seeking healthier and more modern choices.
Reinforcing BAT's position as a responsible leader in the industry, prioritising innovation for a better future.
The proposed rebranding concept emphasized BAT’s commitment to harm reduction, innovation, and a positive lifestyle. Key elements included:
Establishing BAT as a brand dedicated to advancing technology and alternative smoking products with a futuristic feel.
Crafting an aspirational narrative to resonate with consumers seeking healthier and more modern choices.
Reinforcing BAT's position as a responsible leader in the industry, prioritising innovation for a better future.
Technology offers alternative, better, and less harmful smoking products.
⮑ Solution
A massive effort focused on the future of the brand while transforming an industry.
A massive effort focused on the future of the brand while transforming an industry.
To address the challenge of reshaping the view on the smoking experience, the rebranding effort involved:
A global collaboration across Landor's offices in London, Chicago, San Francisco, and Mexico City in multiple routes.
Exploration of multiple strategic directions, from subtle brand evolutions to complete overhauls.
Development of a forward-thinking concept that emphasized harm reduction, technological innovation, and a positive, aspirational future for tobacco consumers.
Creation of multiple visual identities from an evolution of the current identity to an absolute futuristic identity.
Align all visual communication points to express a lifestyle pleasure centred brand.
A comprehensive review of BAT’s core values, culminated in the vision of "A Better Tomorrow / A Brighter Tomorrow." which was aiming for a forward-thinking / futuristic lifestyle brand and becoming the leader in the responsible evolution of the tobacco experience.
To address the challenge of reshaping the view on the smoking experience, the rebranding effort involved:
A global collaboration across Landor's offices in London, Chicago, San Francisco, and Mexico City in multiple routes.
Exploration of multiple strategic directions, from subtle brand evolutions to complete overhauls.
Development of a forward-thinking concept that emphasized harm reduction, technological innovation, and a positive, aspirational future for tobacco consumers.
Creation of multiple visual identities from an evolution of the current identity to an absolute futuristic identity.
Align all visual communication points to express a lifestyle pleasure centred brand.
A comprehensive review of BAT’s core values, culminated in the vision of "A Better Tomorrow / A Brighter Tomorrow." which was aiming for a forward-thinking / futuristic lifestyle brand and becoming the leader in the responsible evolution of the tobacco experience.
⮑ Approach
BAT faced the challenge of overcoming the traditional, often negative image associated with the tobacco industry.
Still with a growing demand for alternative smoking experiences and increased scrutiny of health impacts, the brand needed to redefine itself, reassessing its core values and future direction to align with changing consumer expectations, priorities and responsible innovation. This would become one of the biggest shifts ever in the brand and in the market.
Despite its decades-long presence in the market, ProVida has never undergone a comprehensive rebrand.
Its existing design elements and branding no longer reflect its full potential or resonate strongly with evolving consumer expectations and definitely were not up to date in a digital world.
The challenge was to modernize the brand while staying true to its heritage and creating an identity and language that highlights its commitment to healthier food and sustainable practices while making the brand relevant in the market, industry and society as an active voice for healthier food.
Redesigning the Future
Redesigning the Future
⮑ Challenge
A shift towards innovation and responsibility.
A shift towards innovation and responsibility.
A shift towards innovation and responsibility.
As a freelancer at Landor Associates' London office, I was part of an international team, from London to Chicago and San Francisco to Mexico City, tasked with rebranding British American Tobacco (BAT), a major player in the tobacco industry. The project involved a strategic shift to reposition BAT as a forward-thinking lifestyle brand focused on responsible innovation and less harmful products, reflecting the evolving consumer landscape and aspirations for "A Better Tomorrow / A Brighter Tomorrow."
I was entrusted with leading the development of the most forward-thinking concept.
As a freelancer at Landor Associates' London office, I was part of an international team, from London to Chicago and San Francisco to Mexico City, tasked with rebranding British American Tobacco (BAT), a major player in the tobacco industry. The project involved a strategic shift to reposition BAT as a forward-thinking lifestyle brand focused on responsible innovation and less harmful products, reflecting the evolving consumer landscape and aspirations for "A Better Tomorrow / A Brighter Tomorrow."
I was entrusted with leading the development of the most forward-thinking concept.
This rebrand started as a self-initiated endeavour as I recognised a great opportunity to bring a new life to PróVida.
As a family business established in 1984, it has long been a staple in Portuguese households for its health-focused and sustainable products.
Inspired by personal experience and a deep appreciation for the brand, this self-initiated rebranding project aims to celebrate PróVida’s 40th anniversary with a fresh identity, positioning it as a key player in the natural, vegetarian and vegan food industry.
The new branding emphasises ProVida’s core values: Family, Health, and Sustainability.
As a freelancer at Landor Associates' London office, I was part of an international team, from London to Chicago and San Francisco to Mexico City, tasked with rebranding British American Tobacco (BAT), a major player in the tobacco industry. The project involved a strategic shift to reposition BAT as a forward-thinking lifestyle brand focused on responsible innovation and less harmful products, reflecting the evolving consumer landscape and aspirations for "A Better Tomorrow / A Brighter Tomorrow."
I was entrusted with leading the development of the most forward-thinking concept.
⮑ Overview
⮑ BAT
CLIENT
⮑ Rebrand
PROJECT
⮑ Tobacco
SECTOR
⮑ BAT
CLIENT
⮑ Rebrand
PROJECT
⮑ Tobacco
SECTOR
