CRUSH IT

Concepts for a series of key visuals supporting the reintroduciton of RJ Reynolds Camel Crush product. Visual shapes, colors, and textures have been composed to reflect the users on-demand experience of crushing menthol capsules.

Agency: Havas
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AIO
Packaging concepts for RJ Reynolds newest hybrid cigarette. Taking cues from the Camel brands Turkish patterns and shapes, these packages were designed to express the clean and modern poisitioning of the hybrid cigarette experience.
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Build Out
Identity concepts for the Camel branded online experience Build Out. For 12 weeks Camel adult tobacco consumers were asked to create, construct and manipulate digital shapes into a collective composition representing the online community of users. Once complete this digital rendering was brought to physical form by a group of artisans whom had been directing users since the programs inception.
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