Agency: Leo Burnett
Client: Philip Morris
Brand: Parliament
2010-2014
Over four years, I contributed to the development of a vast number of design-related materials for Philip Morris brands in various capacities.
POS materials
Displays 2013-2014
Goal: Propose designs for floor, tabletop, and wall displays to be installed in bars and at events. To position the brand effectively, the display should attract attention and be perceived as an art object.
Result: Developed several design series for all Parliament cigarette lines. For the main cigarette line, two directions were chosen: “living metal” and “art of provocation.” Key themes included surrealism, fantastic shapes, femininity, and scandal. The displays were made from premium materials: metal, chrome-plated plastic, and molded acrylic with backlighting.
For the Parliament Carat cigarette line, a concept for bar displays called “diamond facets” was also developed. Faceted shapes, molded from transparent blue plastic, feature the logo and pack embedded within, illuminated by hidden LEDs.
Souvenirs and packaging
Examples of other POS materials
POSm
POSm
Audi A5 branding options for different cigarette lines
Unbranded communication
In 2014, a law banning cigarette advertising was enacted, prompting the agency to propose a series of unbranded solutions for product positioning. In particular, wall displays for packs were developed without branded elements. Additionally, the signature “chevron” emblem was redesigned into a new three-dimensional form, allowing the brand to communicate with consumers in a fresh way.
