CASA DE MONTECRISTO
BRANDING // PACKAGING // WEB DESIGN
*this is a fictional rebrand of an existing company
ART DIRECTION // Soonduk Krebs
PHOTOGRAPHY // Austen Hart
INSTITUTION // Tyler School of Art
Montecristo Cigars prides themselves on being one of the world's most recognizable cigar brands. In 2016, the cigar distributor opened up a premier cigar bar, marketing themselves as a "modern cigar bar". The problem was that the logo and branding did not reflect this. The challenge was created a new visual identity that reflected Montecristo's long standing history, while giving the brand a refreshing, modern look.
I was inspired by the type based aspect of the original Casa de Montecristo logo, but the typography needed to be redone. To do this, I created a custom typeface that is based off of Futura for a simple and modern feel, but I added subtle flairs to the serifs to convey a sense of elegance. I created decorative elements around the type that were inspired by the movement of smoke. It was important for the logo to have an appeal to both young and old cigar smokers which is why it was important to combine both elegant and sophisticated elements with clean, modern ones.
DIN CONDENSED MEDIUM
DIN PRO MEDIUM
DIN PRO LIGHT
I wanted to create an aspect of the brand that would draw in the market of people who have not smoked cigars before. To do this, I created a cigar kit intended to teach people how to pair cigars with different types of drinks. The cigar kit comes with different types of cigars, matches, and a booklet about cigar pairing. The chapters of the booklet are organized by different types of drinks, informing the reader on how to pair specific drinks with different cigars. To expand on this concept, I created a line of liquors the company could sell for consumers to provide the full experience of cigar pairing.