British American Tobacco
When packaging becomes the experience.
Challenge
During Lunar New Year in Japan, the shelves fill up with limited-edition tobacco cartons following the same festive designs and patterns. For Kent, a brand built on innovation, the goal was to create something that not only felt on brand but stood out from the crowded retail environment.
Strategy
Lunar New Year gifting is part of the celebration where products are given, displayed, and exchanged. Designing for this meant creating packaging that could be displayed while still functioning as something festive.
Creative Execution
We created two limited edition Kent cartons engineered to fold into origami lanterns, turning a disposable box into a decorative, functional piece.
Inspired by Japanese papercraft and traditional lanterns, the structure was designed from the inside out so the act of unfolding and assembling became part of the experience.
Each carton featured an iridescent finish that shifted with light, reinforcing Kent’s modern positioning while standing out in a visually saturated category.
Results
The carton reframed packaging from a disposable box into a meaningful part of the gifting ritual, extending its value and visibility well beyond the initial purchase.