Camel Redesigned

Camel_pack_flat_new_sm

Unfolded box, scanned by smoker, Lester Nelson from Further Studios

An interesting article by Armin at Brand New about Camel’s newly redesigned cigarette packaging. A thorough analysis of the re-design plus a lively forum of comments. Sample comment: “The old design was good enough to kill countless

thousands of RJ Reynold’s most dedicated customers...why would they

feel like anything needed fixing?”

No design firms are mentioned in the article, so presumably, this was an in-house project at R.J. Reynolds. A link to the article is here: The Camel’s New Clothes.

Question: if a camel is a horse designed by committee, what do you call the redesign? 

box vox