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| R.J. Reynolds Tobacco Co., America’s second largest tobacco company, formed Moonlight Tobacco, a unique division operated as an independent entity. Moonlight was founded by a small group of people who had a notion for a different kind of company. A company offering adult smokers an alternative—innovative cigarette brands that reflect their sense of style differently than the mainstream brands. Cornerstone was an integral partner with this team at RJRT and helped create the Moonlight Tobacco Company umbrella identity and its brands. |
| Because a distinctive sense of style is at the heart of the Moonlight premise, we carefully crafted a singular, vis- ually arresting icon-driven identity for each individual cigarette brand. To do this, we created powerful graphic icons for all the brands. We began with crafting a mission statement for Moonlight Tobacco Company. This mission distilled the company’s reason for being down to three core values: self-express- ion, creativity and craftsmanship. We then created adver- tising and over 12 new brands. A strategic platform was created that positions the Moonlight brands to adult smokers as uniquely designed and blended tobacco products that are individually crafted to restore the artistic pleasure of smoking. We then studied a range of categories, including music, fashion, dance and art to understand the visual world of artistically involved individuals. The visual style we established for Moonlight Tobacco is fresh, authentic and artistic. |
| Using an elephant for Jumbos wide gauge cigarettes and rich, warm, evocative imagery for Sedona honey-toasted tobacco, we provided strong communication of each brand’s unique point of difference. |
| For Politix we drew upon retro political symbology, while for House Blend we leveraged coffee cues to suggest a smoker’s satisfaction when drinking a good-tasting cup of coffee. |
| Packaging for North Star suggests Eastern European military imagery and defines the point of difference as a blend of east and west tobaccos. The felt hat icon for Fedora evokes the brand’s smooth, mellow, sophisticated taste and style. |
| We used the charm of an old-fashioned icebox and a snowflake illustration to impart the menthol cooling sensation of the Icebox brand. |
| Cornerstone then created a comprehensive integrated design program to bring the company image and the various brands to life. This includes the following integrated elements: • Umbrella signature • The entire family of individual cigarette brand identities and package designs • Signage • Retail displays • Sales literature • Event identities • Posters • Branded premiums • Fleet graphics • Print and out-of-home advertising We also created many of the brand names as well as copy for advertising and packaging. |
| From the “umbrella” company signature, merchandising and advertising, to the individual brand names and package designs, the Moonlight Tobacco Company integrated branding program creates an intriguing, aspirationally hip impression that generates strong awareness and trial among adult smokers. |
| Our Moonlight Program has received numerous industry awards: |
| • Jumbos Cigarettes for Moonlight Tobacco Company, R.J. Reynolds Tobacco Company • Sedona Cigarettes for Moonlight Tobacco Company, R.J. Reynolds Tobacco Company |
| • Sedona Cigarettes for Moonlight Tobacco Company, R.J. Reynolds Tobacco Company |
| • Moonlight Tobacco Company, R.J. Reynolds Tobacco Company (Certificate of Excellence) |
• Moonlight Tobacco Company, R.J. Reynolds Tobacco
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