Davidoff Selected Leaf GDF

Davidoff Selected Leaf Packaging Design: creating an exclusive range for the discerning consumers of Global Duty Free that offer a super-premium smoking experience to reaffirm Davidoff as a refined, crafted product of exceptional quality.
Davidoff is a luxury brand within the tobacco category. Built on craftsmanship, legacy and expertise, Davidoff needed to reaffirm these credentials within a crowded category to appeal to the more discerning adult smoker – a smoker looking for ‘the best of the best’.
The Global Duty Free shopper is more promiscuous than a routine shopper. They have a different mindset. They actively seek out new products, looking to discover more, and often looking for gifts of value. The perfect location for Davidoff to assert its claim on the quality and luxury segment.
Inspired by the origin story and production methods of the unique blend, the Selected Leaf proposition was developed. A story of craft and a special blend of hand-picked tobaccos from selected farms was elevated into an impactful, unique and contemporary pack design.
The design showcases the Selected Leaf, allowing accents of bronze to tell the story of this exclusive leaf and blend, through a tactile and sensorial aesthetic. Together with innovative product features of advanced carbon filter and new fresh seal technology, the Selected Leaf range and design offer consumers a truly super-premium, distinctive smoking experience.
We have seen excellent in market results that have both improved sales and driven brand equity performance for the brand, our trade partners have also welcomed this unique approach to leveraging design and see the value that can be driven with a world class design approach.