Light & Coley has evolved the packaging for Gallaher’s Club King Size and Club Lights brands, to give the design a more contemporary feel.
“We wanted to soften the graphics from the previous pack and make them less regimented and militaristic. But we also wanted to retain the existing equity so we kept the current colour palette… [and added] modern wraparound graphic elements,” says Light & Coley design director Linda Manzi.
In addition Manzi says the group has increased the prominence of the lion icon to add character to the pack.
The new packaging launched last week, supported by new point-of-sale material.