Davidoff Cigarettes Essentials Limited Edition - the Urushi Concept

BNW created the Davidoff Cigarettes Essentials Limited Edition, recognizing the global trend for limited editions and customization, primarily driven by a widespread feeling that society has become so depersonalized. Two distinctive collections were created: SENSE and SENSITIVITY. The Davidoff Cigarettes Essentials Limited Edition "Sensitivity" reflects our premium materials and effects through new created cigarettes brands: Carbon, Black Crystal, Cut, Future, Urushi, Bespoke, Bullion, Glow, 3D, Code, Kaleidoscope and Reflections.

BNW designed the new packaging for "Urushi" to look like the traditional super-expensive Japanese lacquer method. There is no more extensive, artistic, labour intensive and expensive final treatment of an object than with the Urushi varnish, applied by skilled craftsmen, highly educated and trained masters of this ancient art. Our new packaging design recreates this finish in look and touch - deep black is the base.

Our communication strategy was based on narrating the Urushy mystery - a delightful experience, a well deserved status symbol for our cosmopolitan, affluent, culturally interested connoisseur. Urushi symbolizes a new luxury approach, the ultimate quality of life demonstration, thought to be inaccessible for mere mortals. We opened the ultimate boundary of impeccable taste and style to a new audience, younger, dynamic and self-confident.