Millford | Leiden, The Netherlands
Japan Tobacco introduced a range of limited edition packs with an urban look and feel. We came up with the theme “Heartbeat of the city” and captured this concept in a visual device: a heartbeat made of everyday life objects. At the second level, a city skyline is shown. Because the appearance also associates with a music beat, the packs were introduced at a rock festival in Japan. Besides the original design, the package also has an innovative way to open and close.