Camel Limited Edition Packs
JTI was introducing a limited edition pack design for its Premium cigarette brand, Camel. I was asked to find new ideas for Camel. The concept was based on a “Discover More” campaign, which has to do with the creation of a camel icon with objects. One of the ideas that popped up, was to play with the negative space and the gestalt principle of figure-ground. A cave on the beach creates a camel shape. It was a hit and we created it for the limited edition cigarette packs, billboards, posters, flyers, and digital applications.
More Key Visuals
I also created more Camel icons for numerous applications, here are some examples.