Raison Pure Paris is proudly presenting this week a complete identity work on one of the most famous French cigarettes brand : Gauloises.
As I have worked for tobacco brands I especially like this rebrand: I think it is pretty bold to assume an emotional approach with a very sensitive product such as tobacco.
According to Yan Chiabai, Raison Pure Paris’ Creative Director :
We took our inspiration from the french riviera, using 60’s codes : polo texture, softness, and a vintage typography.
Cigarettes usual facing is very straight and regular so we decided to slightly shift the logo to make it more dynamic and impertinent. This is the French way of life: soft and impertinent !!