Tobacco giant takes new pack Path

JT International, an operating division of Japan Tobacco, is poised to embark on an ‘innovative’ packaging redesign project, working with brand design consultancy Path.

The group beat Design Bridge, Lewis Moberly and German group Igel Studios to the work in a pitch last month.

As the world’s third largest tobacco manufacturer, JT International handles the global production, marketing and sales of cigarette brands, including Camel, Winston and Salem.

Path is to undertake structural packaging designs that could affect the look of JT International’s product portfolio. The company sells more than 90 brands in over 120 countries.

Consultancy director Kevin Greene (pictured middle) says that initially the design work will be a ‘generic’ look at packaging, although he describes the project as ‘significant’.

Tobacco companies are increasingly forced to address the design implications of recent European Commission laws, such as the controversial portfolio of 42 images and health warnings that will appear on cigarette packs from next year (DW 4 November).

‘An issue needs to be addressed, as the vehicles for communications are increasingly cut back for tobacco companies,’ says Greene on the general effects of legislation on tobacco brand packaging.

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