--- title: "Higher Than Ever: Reaching New Heights with the “420” Implicit Branding Campaign" url: https://justblue.de/en/works/gizeh/ date: 2024-08-03 modified: 2025-11-24 author: "yesdevs" image: https://justblue.de/wp-content/uploads/2024/03/gizeh-featured-image.png type: works lang: en --- # Higher Than Ever: Reaching New Heights with the “420” Implicit Branding Campaign ![Background image](https://justblue.de/wp-content/uploads/2024/03/justblue_gizeh_header-min-1024x929.png) ![Background image](https://justblue.de/wp-content/uploads/2024/03/justblue_gizeh_header-min-1024x929.png) ## 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. 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