What it’s about
The brand GIZEH enjoys absolute cult status among its users and is considered an icon. Originally positioned in the “roll-your-own cigarettes” category, the brand has increasingly established itself within the recreational market. To further strengthen brand perception and expand its competitive edge in this high-potential segment, we were tasked with developing a concept for a Limited Edition design. The goal was to capture current industry trends in an emotionally engaging and disruptive way – without being too explicit about the intended use, ensuring that traditional users would not experience dissonance.
We began our work with a competitive and target group analysis, followed by an in-depth trend-scouting phase. Based on this strategic foundation, we developed different verbal concepts paired with corresponding visual worlds, each tailored to address the diverse needs of the target audience.
As a pioneer in this segment, GIZEH was able to establish a unique brand asset. Our concept approach, “420,” resonated strongly with both the client and the surveyed target groups. Among recreational users, “420” is a widely recognized code for marijuana consumption – understood only by those in the know. This allowed us to create an implicit branding strategy that was decoded and embraced by the target audience, while simultaneously maintaining strong brand appeal for non-recreational users.
