Trademarks
During the late 90's light cigarettes became the trend. Most tobacco companies competed for the same market with ever frequent introductions of new methods of positioning their brands ahead of the competitors. Trademark Design was commissioned to deliver a point of difference for Benson & Hedges Lights. Trademark Design's strategy was to position the brand ahead of the competition by developing a variant that was the Ultimate, thus Benson & Hedges Ultimate Lights. The colour scheme for the new package was a cool white background with silver and gold graphics.
+Trademark-Design