Jadé Limited Edition

Jadé Limited Edition: Celebrating the essence of Jadè as a brand that celebrates the modern femininity of French Parisian lifestyles through a bold and collectible limited edition pack design.

Jadé is a successful slims and superslims tobacco brand with a distinctly French point of view. Established in 2017 and now present across five key markets, Jadé understands how women really are – and want to be – today.

At its heart is a belief that women should never feel pressured to conform to expectations of femininity. Instead, Jadé inspires women to express their true selves and embrace every side of who they are, celebrating the full range of femininity, the French way.

To build on this distinctive equity and deepen engagement with the brand, we set out to create a limited-edition pack that would bring this philosophy to life in a fresh and unexpected way. It needed to feel unmistakably French and feminine, while avoiding the familiar clichés and stereotypical codes of the category.

Our answer was to take some of the most iconic emblems of Paris – the Eiffel Tower, Arc de Triomphe, Louvre and timeless bouquet of flowers – and see them differently.

Through expressive, fashion-inspired illustration, familiar landmarks were transformed into chic objects of self-expression. The Eiffel Tower became a pair of edgy statement earrings; the Arc de Triomphe, a beautifully structured handbag. Together, the reimagined icons formed an elegant, contemporary collage capturing the many facets of Jadé.

Feminine but never fragile. Stylish but never predictable. Playful, confident and unapologetically individual. This was Paris with personality.

The result is a limited edition that connects to French lifestyle without resorting to cliché and breaks away from stereotypical depictions of women’s lives. By transforming familiar icons into bold expressions of individuality, Jadé created a visual world unlike anything seen in the category within the Eastern European markets before – distinctive, ownable and unmistakably Jadé.