Light & Coley has given the new Benson & Hedges-sponsored Jordan Formula 1 car a livery with bite – the cone of the new Jordan 197 car is designed as a snake’s head, complete with fangs. B&H called in Light & Coley, which has worked with the cigarette brand for ten years. Light & Coley design director Gordon Bremner worked on the design, introducing the animal head to distinguish the car from the rest of the Formula 1 pack. To be driven by Ralf
Schumacher and Giancarlo Fisichella, the Jordan cars feature a red, snaking tongue designed to be reminiscent of the red stripe on the B&H cigarette pack. The group has also designed promotional material, team clothes, support vehicles and merchandise.