Since 1954, Marlboro has stood as an iconic, flavorful brand, embodying the myth and enduring values of the American frontier.
The problem: With shifting markets and evolving consumer expectations, the brand needed fresh ways to convey its premium status while staying true to its heritage.
The attempt at relief: We explored new brand families—Red, Gold, Green, and Black—to highlight distinct personalities, creating opportunities to modernize storytelling and expand consumer engagement across multiple touchpoints.
The solution: Through art direction, digital design, packaging, e-commerce, email, photo direction, and UI/UX, we brought Marlboro’s essence to life in a contemporary, dynamic way—reinforcing its premium positioning while honoring its iconic American West legacy.