developed and designed by Adam B. Kiss
In this current example the answer is simple. Good design is what works. In other words what satisfies it's consumers and brings the projected expectations in sales. The re-design of some of the Sopianae packagings was considered to be a good design, a success story on it’s field. In 2012 I started to work for a Soho-based design agency called “The Round Table Agency, London” where my primary projects where British American Tobacco projects. In addition to executing designs, I also acted as a local cultural expert on Hungarian matters. My work with Round Table included projects with the BAT Hungary in which I came up with concepts and final designs. My designs are still on the market and have consistently achieved high sales figures with positive reviews. At “Roundtable London” I was working with and was mentored by Franco Reda, Malcolm Moss, Neil Richardson, and Peter Thompson.
For me designing tobacco packaging is less about creating something trendy, it is more about to fulfill strict requirements and mind set of the target customer. In order to raise market share and the success of the product this work massively required a comprehensive understanding of the targeted customer and its local and social environment.
The core values set and followed while designing the packaging were: A) Keeping the brand heritage while bringing in a new, a modern influence. B) Creating a sub product range (the capsule range) that goes along with other products within the brand. C) Finding out the right ways to visualise, express, convey the power of capsule, the possibility of switch from normal to menthol flavour (the freedom of choice) D) Visually expressing “mentholness”, the flavour of menthol.
The Sophianae NOVA is an Interesting category somewhere between king size and superslim. It can target both the feminine and masculine groups. The typical area of selling the product is the countryside where the brand has the highest sales.
We were faced with the challenge of how to rejuvenate the elderly customer base and took the opportunity to make the brand or this given pack a bit more city oriented. My rebranding contained some phosphorescent ink that’s invisible in daylight but makes special effects at night or in interiors with low light conditions such as clubs or restaurants. It seemed to be a good gesture for that and also a good solution to generate a small hipe between the customers without harming the original design. This approach was ruled out due to budget restrictions, but a more budget friendly version of the design was implemented.
I designed guidelines for the brand that Franco Reda (head of design) supervised. The goal was to give an approach that situates the brand closer to the natural style in response to the restrictions belongs to special additives.