PAUL KOTZE
PAUL KOTZE BRANDING & COMMUNICATIONS
Peter Stuyvesant
I worked very closely with British American Tobacco on their brand portfolio for a period of 5 years. During this time, we were tasked with growing market share for these brands when advertising legislation was making it increasingly difficult for tobacco brands. The challenges provided new communications models and new ways of thinking about branding in a legislative compliant market.
Rebranding
British American Tobacco wanted to redesign their global packaging and design language for Peter Stuyvesant. Our journey started with a visual audit of all the packaging and brand communication, which resulted in the development of their new packaging, design language and brand architecture.
Brand architecture
The brand architecture was then translated into retail media and eventing executions and toolkit development. We also developed similar concepts for HoReCa, using brandarchitecture in ash trays, serving trays, ice buckets, furniture, light fittings, vending machines, etc.