Carrying Four Decades of Expertise Into a Renewed Identity. A Strategic Transformation for New Markets
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Challenge
CAGS has been a meticulous and trusted player in the tobacco industry for over 40 years. From rolling papers to cigarette tubes in all shapes and sizes, they offer a wide range of products—some under their own brands, others produced in line with specific client requirements.
When they decided to expand into international markets, we took the first step together. Rather than jumping straight into design, we began with in-depth analysis. We studied tobacco and cigarette consumption trends in key regions, especially across Europe. Age groups, usage patterns, tobacco regulations, tax rates, hand-rolling statistics, and even economic indices were all carefully examined.
We treated the cigarette and tobacco markets as distinct ecosystems. Which communities show higher usage? What psychographic profiles are most relevant? How do changes in purchasing power influence behavior? We sought answers not only in the numbers, but in the human stories behind them.
With these insights, we mapped out CAGS’s position in the market, conducted competitor analyses, and defined a new strategic direction. Target audiences were identified, pricing strategies refined, and a refreshed brand character began to take shape—laying the foundation for a consistent, meaningful communication approach.
Goal
We approached the logo with respect for its history. Rather than starting from scratch, we refined the existing emblem—enhancing balance and clarity while keeping its core intact. To support the brand’s expansion, we also developed a new group name to house all sub-brands under a unified structure.
Alongside this, we redefined the brand’s entire visual universe. From corporate identity systems to all internal and external documentation, every touchpoint was carefully updated. And to ensure the brand’s story could be told in a more contemporary and globally resonant way, the photographic language was modernized as well.
Result
The result was not just a visual update, but a comprehensive brand identity. From internal materials to marketing campaigns tailored for new markets, every element now aligns with a clear, forward-looking narrative.
Today, CAGS stands as a brand not only defined by production quality, but by strategic clarity, consistency, and a renewed voice. With this new identity, it’s not just honoring its past—it’s confidently stepping into the future.
Honoring the Core, Redefining the Expression for New Markets
