• The rebrand of Cabanas was a decision made to have more brand appeal.
• The Purpose of the rebrand was to not include any advertising that was remotely related to cigars. Initially the art direction was to design an abstract appeal for the brand.
• The final working rationale was to create 3 branded post cards that incorporated the idea of exploring Cuba (the original origin of the cigar) then leaving to its new manufacturing home of Nicaragua.
• I decided on visuals and bold text that gave a command and inspired travel. “Explore” being the key word for the post card symbolizing Cuba. “Take Chances” referring to leaving the country of origin as well as telling the customer base to take a chance on the cigar itself. Finally landing on the “Welcome Home” card.
These designs eventually went unused due to a change in direction for the rebrand.