Project Overview

In collaboration with Recreation Marketing, Zig-Zag Canada, and Imperial Tobacco, we were tasked with creating a series of 90s and 00s inspired packages for the Generation Z target market. As a group that’s grown up with the internet, we wanted to develop graphics that felt reminiscent of their childhood and play on the theme of nostalgia.

Approach + Design Challenge

Taking a modern twist on a heritage brand - our objective was to design packaging that young adults connect with visually. We achieved this by referencing their childhood in the 90s and early 00s and creating towards a Y2K aesthetic.
Since our target demographic is large, we wanted to encapsulate the widest possible segment from a graphical standpoint. Recreation Marketing provided in-depth analysis on current buyers of Zig-Zag products and found this was mainly due to brand familiarity, but also the heritage and reference in mainstream culture. We used this information to our advantage, ensuring we focused on those pop culture staples like: skateboarding, TV shows, music and video games.

Solution + Project Takeaways

The graphics shown were created as concept artwork for Imperial Tobacco’s 2021 annual general meeting for North American marketing. All concepts were well received upon delivery and helped lay the basis for Zig-Zag diversifying from consumer product goods into a lifestyle brand within North America. The use of Internet themed imagery and lifestyle photography help sell the idea, and allowed for a deeper exploration into the current customer of Zig-Zag branded products.

// Concept Art

// Product Packaging
// Customer Profile Development


Design a Zig-Zag rolling papers package young adults connect with visually, referencing their childhood in the 90s and early 00s.

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