With a heritage reaching back to 1875, Davidoff is the world’s leading cigar brand. The name is synonymous with refined, balanced premium cigars and sophisticated high-end accessories.
Embedding brand values into a new product DNA
Davidoff selected us to help them develop and grow the product accessories range for its premium cigar brands. When launching the new Nicaragua brand to a younger demographic, it wanted to offer accessories to enhance the brand experience and enjoyment of the product. We were asked to create the product DNA for Nicaragua accessories that embodied the brand values of outdoor adventure and discovery. Once the DNA was created, we could then start to define a range of suitable accessories for the new brand.
Creating premium accessories for the best cigars in the world
We started by building a picture of the target consumer and defining the DNA and design language to embody the brand values of adventure and discovery. To ensure we then generated the right concepts, we defined a concept framework focusing on key project drivers, exploring territories from lower cost and complexity to manufacture to higher cost and complexity to manufacture – giving the client a spread of concepts and enabling them to decide what level of investment of time and money to make in the process.
The client initially made a selection from the lower end of the spectrum, and asked us to design and oversee the mass production of a cost effective gift for VIP guests at the global brand launch event.
Subsequently, the client re-visited the body of work following the success of the initial project and made further selections to be developed.
Translating brand values into product DNA
We designed the Adventurer’s Survival Tube, a cigar storage tube embodying the Nicaragua brand values of outdoor adventure and discovery. The tube has a secret storage space for one shot of alcohol or storm matches. The lid doubles as a cup, the base cap doubles as a cigar stand and mini ashtray.
We managed the end-to-end process from creating the product DNA and design language, designing the product, sourcing an overseas manufacturer and overseeing mass production.
These were given to selected VIP guests at the Nicaragua global brand launch.
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