RELAUNCH OF THE DRUMNESS
Drum, the world's number two roll your own tobacco brand after Golden Virginia, is currently available in more than 40 markets. By the way, every non-smoker recognizes the characteristic blue packet of Drum Tobacco, since it could be seen in the blockbuster Pulp Fiction as Vincent Vega's rolling tobacco of choice.
Just like the brand, the packaging was expected to have an honest, approachable, and authentic look - recognisable solid blue for the loyal customers and contemporary interpretation to attract new adult customers.
The distinctive red, but generic brand element (a stylized drum) was transformed into a unique key visual. The typical letter D became the vibrant heart of the design. While the learned colour coding was obtained, each DRUM pouch is resealable. Thanks to the flavour sealing material, the tobacco stays fresh significantly longer after opening. The longer strap ensures more freedom while rolling. And even after frequent use, the pack still looks tidy. Papers can be securely affixed to the packaging with paper sticker and are always ready at hand.