Cohiba
“ The most beautiful land I have ever seen” - Christopher Columbus on Cuba, October 28. 1492
Brand History
A NEW BEGINNING Cohiba is the proud embodiment of the spirit of Cuba. This national treasure and grand cultural export is a testament of their artistry, hand crafted by the best and has come to be globally recognized as the ultimate pursuit of perfection. Life’s greatest feats and milestones are therefore best savored while smoking a Cohiba. Both these crowning glories equally complement each other, just as the relationship between America and Cuba once did. As both these great nations now embark on a new journey of friendship, the ever elegant Cohiba, a refined pleasure enjoyed by both cultures, stands to help bridge many decades of divide.
BRAND HISTORY
BRAND PERSONA The pursuit of excellence is a deep rooted sentiment, shared by cigar aficionados the world over. It is what drives and defines their life’s work. The pinnacle of their achievements therefore, is best realized when they celebrate these rare milestones, with something of equally rare accomplishment. The Cohiba is not only a symbol of true tradition, undying passion and timeless dedication for the Cuban art of cigar making, but more specifically the fruits of love’s labor. Crafted by Cuba’s master blenders with the sole aim of achieving a highly refined taste, this fine masterpiece is elegance personified.
BRAND PErsona
Brand Purpose
Consumer
Cigar Afficianados
Cuba
Milestones
BRAND purpose
Cuba - U.S relations
BRAND Purpose Life’s milestones are best celebrated with a Cohiba.
Target Audience
Man is a determined creature. No matter the circumstance, opposition or elements, there is an inherent calling to seek, push, improve and transcend. It is a perpetual process. A necessity of the human spirit to constantly advance. Seeking new grounds to break and challenging to raise the bar higher. These restless souls and titans of industry aren’t ones who’ll easily settle or rest. They belong to a league on to themselves – A league of exemplary gentlemen.
THE YOUNG TURK
THE POWER COUPLE
THE LEGEND
Bruce Epstein, 32 Sr. Executive at Viacom. Caucasian, Jewish. Bel Air, LA. Gen X, Upper Middle Class.
David & Rachael Zane, 45 / 38 Business Mogul / Lawyer Black Upper East Side, Manhattan. Married - 5 years Gen X, legacy families.
Nicholas Wyatt, 60 Vietnam War Vet, Retired Statesman. Caucasian Miami Baby Boomer, Upper Class.
Target audience
The Young Turk
Consumer Journey
Alpha Male, smooth talker, clean shaven, slick hair style, sophisticated and elegantly dresses in three piece suits. Easily makes a great first impression. He is self-made and rose quickly through the ranks of the corporate ladder. He has strong morals, convictions and a work ethic where being the first is the only thing that counts and winning is everything. As a confident, determined, hungry go-getter he is ruthless. He loves to play golf and tennis in his country club . He shops at boutiques, sports Armani suits and Bvlgari watches amongst other luxury brands. Drives a Mercedes S Class, flies business and has been featured in Forbes and Variety already. Bruce is on the fast track to success at Viacom a global media conglomerate. Having risen from his upper middle class beginnings, he is racing towards a seat at all the tables that matter. And is consumed by only one need to make a mark for himself in the shortest amount of time.
The Young Turk
Consumer Journey
An up and comer on the rise, he is being groomed for bigger things by senior management. He therefore is constantly on the move holding business lunches in upscale restaurants, having drinks in trendy lounges, or ending the night in cigar bars. But his main desire is in pushing himself as he knows he is destined for much more than his recent accomplishments. On the weekends he splits his time between attending art galleries and hanging out with celebrities from work on his yacht. He holidays in the Bahamas but is never too far away from work as the fear of contentment is the trigger that makes him tick.
The Young Turk MEDIA MIX
Always connected while on the go and literally lives on his smartphone and laptop.
Reads: Wall Street Journal, New York Times, online but Forbes and New Yorker’s hard copies and watches CNBC and Bloomberg.
Avid fan of SportsCenter. Loves Baseball and basketball. Has a box for baseball games and floor seats for basketball premier games. Gets sports and high end luxury catalogues in his mail. He has a personal secretary to take care of all his business correspondence.
Target audience
The Young Turk Need:
Make a mark for himself in the shortest time possible.
Desire:
Pushing himself as he knows he is destined for much more than his recent accomplishment.
Trigger:
Fear of contentment
Target audience
The POWER COUPLE
Consumer Journey
David Zane: A major name in the New York business scene David Zane is a Wealth Management heavyweight. Having acquired his father’s private equity firm, he then built on its success to branch out into several businesses and grew his conglomerate. Bullish, head strong, fair and opinionated, David is a straight shooter unafraid to speak his mind, unapologetic about being politically incorrect and never one to mince words. Admired for rising quickly in less than 2 decades, he has earned a reputation for being honest and steadfast. Rachel Zane: A Sr. Partner in her law firm Rachael is a strong independent woman passionate about many causes and fighting for what she believes in. At home she is a loving and concerned mother making time for her kids with the help of her stay at home maid and nanny. With designs to advance her influence and career, she is involved in several major nonprofits working towards becoming part of their boards, while passionately advocating their cause to high profile donors through gala events.
The POWER COUPLE
Consumer Journey
The Zanes are the envy of the Big Apple. They have it all. Successful careers, happy family life and major clout as a serious power couple. But while David is fueled by the need to find new business challenges - New Everest’s to climb, Rachael has a need to prove that she actually is the better half in her own right. David Zane is often found globetrotting on his private jet, while Rachael is seen at court houses and gallery openings alike. Plenty of content for their individual websites where David’s team often covers his movements, as Rachael takes the time to maintain a personal blog as a power mom. While David desires never to be outdone by anyone, Rachael is always in contention, never to be doubted as a worthy equal. As such David is often triggered to take risks no one else will giving him the lead he maintains year in and year out, while Rachael whenever she is denied or said NO to.
THE POWER COUPLE MEDIA MIX
The Zanes are always well connected on their phones primarily, and then on their iPads. Both are cared for by their entourage that keeps them abreast of all the latest news and developments. As newsmakers they are often featured on magazine covers of Fortune, Time, Vogue and the New York Law Review. They are also on fast name basis with the managing editors of these publications. David usually posts business observations and motivational quotes on twitter, while Rachael’s Instagram account provides an inside look into the corridors of power. David has an eclectic taste for high art and fast cars. As such they both have a small assortment of cars that include Audi, Jaguars, Porch and Aston Martins. While Rachael has a flair for fashion with brands that include Oscar de lo Renta, Vera Wang, Diane von Frustenberg amongst others. Conscious about the health of her family Rachael leads by example practicing Yoga, eating organic, mostly having smoothies from time to time during the day. At night after a long day at work she unwinds by putting her children to bed and drinking red wine with her favorite TV show on most days. In an ideal setting she gets to enjoy dinner with her husband. On her time off the family head to the Hampton’s or the country club where they enjoy playing tennis as a family. While Rachael is an expert swimmer, David excels at fishing and golfing.
Target audience
The Power Couple Need:
Him: To find new business challenges - new Everest’s to climb. Her: To prove that she actually is the better half in her own right.
Desire:
Him: Never to be outdone by anyone. Her: Never to be doubted as a worthy equal.
Trigger:
Him: Take risks no one else will. Her: Whenever she is denied or said NO to.
Target audience
THE LEGEND
Consumer Journey Leader, role model, visionary, Nicholas Wyatt leads by example, is a great orator, and has had a major career spent in public service. An approachable and a fun loving elderly Statesman, he has been involved in several speaking engagements, since leaving office and regularly advices the Miami mayor’s office on public policy. Mr. Wyatt has written several books on politics and public policy, and is a regular guest contributor to major publications like the Time, the New Yorker and the Wall Street Journal. As a religious, old fashioned and a caring conservative he has spearheaded social reform in the fields of education and for the homeless while in office, and presently continues to work tirelessly for these causes through his foundation. Through his foundation he and his wife regularly give out endowments and grants to several impoverished schools to support their arts programs. They also have scholarships in their names in several universities. The foundation is also involved in supporting shelters and their rehabilitation programs to help the homeless and vets reintegrate into society, causes which are very dear to his heart.
THE LEGEND
Consumer Journey As someone who has spent a considerable amount of time in public office, and worked with various organizations on humanitarian missions Nicholas Wyatt is a mighty heart. He has championed various causes like education in and outside office as they are causes which are very close to his heart. But in the end his greatest need has always been to leave a lasting legacy. While Nicholas comes from great wealth, he has always strived to forge his own identity by initially serving in the army and then as a Senator. As an author and orator he is well read and maintains a healthy intake of major publications, while also contributing as a guest editor for Forbes, Time and Fortune. Through his foundation’s several charitable grants and endowments he desires to eventually be remembered for good. With all these endeavors keeping him and his work in the spotlight, Nicholas Wyatt doesn’t appear as a man who has retired. His tireless efforts often beg the question what is still trying to prove? How much of a difference can one man make? And while he may never rest he is always triggered not to be limited by his past achievements.
THE POWER COUPLE MEDIA MIX
Mr. Wyatt dresses impeccably even in casual wear. Has his suits are tailor made, he wears imported Italian shoes, he is an avid watch collector and buys only custom golf irons. A regular at cigar stores, he is a long term member of a country club and is a high profile customer for all the businesses he’s been dealing with over the years. A bourbon and scotch enthusiast from the beginning, he knows every brand by name and has a vast collection. He owns a vineyard, ranch and mansions in several cities in the US. He owns a private jet which he often uses for his speaking engagements that keep him busy around the world.
Has refined tastes regularly playing poker, golf, chess, sailing etc
Target audience
The Legend Need:
Make a mark for himself in the shortest time possible.
Desire:
Pushing himself as he knows he is destined for much more than his recent accomplishment.
Trigger:
Fear of contentment
Target audience
SHARED VALUES •Never resting on past laurels. •Breaking benchmarks and setting new standards. •Persistently pursuing perfection.
Target audience
ACTIVATION IDEA
Keep moving forward
BRAND STORY
IGNITE AMBITIONS A Cohiba aficionado is tough on himself. Tougher on what he represents. Always looking for the next means to advance his horizons. Constantly challenging his conquests. Raging against the status quo to keep the fire in him always alive.
Ignite this appetite. Ignite Ambitions
VISUAL IDENTITY SYSTeM
Cohiba
Target Audience
+
Cuba
+
U.S
Event
+
cuban design
cuban design Cuba is often referred to as the island of
design. Floor tile patterns echo life events and
contrasts. Before the Spanish American war,
activities. For example, the tobacco leaf was a
Cuban designs were heavily influenced by
recurring design element that is seen in many
North America and were just variations of the
places. Cuba Chic is a term used to refer to the
same style. Cuban Design is a combination of
Golden age of Cuba.
ideals and reality, inspired by the culture. The architecture refllects the influence of art deco style where there is a lot of symmetry to the
cuban design
COHIBA CIGARS Cigars in Cuba have been known to be handed out
tobacco leaf very strong in taste and aroma. Lastly, the
during special occasions. There are 3 main reasons
novelty and experience of actually smoking a Cuban
why Cohiba’s are world renowned to be the best cigars
Cohiba is like no other.
in the market. Firstly, the unique process of how they are made - A triple fermentation process that enhances the flavour of the cigar. Secondly, the Cuban soil where the tobacco plants are grown are very rich and fertile. Moreover, the soil is volcanic in nature, making the
cuban design
DESIGN EXPLORATION
LOGO
LOGO
At the summit of Everest. At the edge of the horizon. At the ends of your imagination. At the limits of your spirit. At the apex of your inspirations lies your feat. Your baptism by fire. Your triumph over them all. All hail the conquering spirit. All hail your crowning glory. Exitos - All toast to your milestones.
LOGO
LOGO
The inner circle of the logo is made of dashed squares. This represents something from the original Cohiba identity - the black and white checks.
The pattern used for the logo is that of interlocking lines. The concept of interlocking squares is carried out throughout the campaign. Squares represent stability and balance. The four sides of the square is said to represent the 4 elements - earth, air, water and fire. Hence, the organic nature of the cigar is well represented throughout. Cuban tiles are also represented through these squares.
The circular logo represents our target audience - someone who is always moving and never resting. In some cultures, circles symbolize peace and unity - something that the new agreement between U.S and Cuba hopes to achieve. In Cuban design, patterns of the circular sun keep recurring as well.
LOGO
While Milestones literally translates to Hitos in Spanish, it neither reflectes the elegance nor refinement of the term. Phonetically and grammatically speaking also Hitos and Jalon come across as unpopular and misplaced. Exitos on the other hand not only lends to a positive assertion in Spanish, but also rolls off the tongue with ease. It also stands for an array of meanings like achievement, accomplishment, triumph, successes etc
Diamond shapes are used as it represents clarity, ascension and wisdom.
LOGO
Dont stretch
Don’t change size
Dont use other color’s
Dont rotate LOGO
Dont splice
Dont alternate
LOGO accompaniments
LOGO
Color Palette Primary color palettes: The deep brown used represents the organic nature of the cigar as well as reminds the audience about the fertile volcanic soil that the tobacco leaves are grown in. Black was adapted from Cohiba’s original identity. Gold represents the uniqueness of the cigar and symbolizes elegance and royalty. This color scheme is to be carried out throughout the campaign.
Lightest
C: M: Y: K:
62 68 67 90
C: M: Y: K:
1.5 0 23 0
Darkest
C: M: Y: K:
Color Palette
24 41 98 3
C: M: Y: K:
0 0 0 0
Color Palette Secondary color palettes: These colors are used sparingly in areas such as street banners. The colors reprsent the vibrant nature of the Cuban culture.
C: M: Y: K:
80 100 1 0
C: M: Y: K:
76 10 26 10
C: M: Y: K:
0 78 90 0
C: M: Y: K:
50 0.4 100 0
C: M: Y: K:
4 0 94 0
Color Palette
Typography Typography is limited to the use of two typesfaces.
Quattrocento Roman The Quattrocento Roman typeface is a classic, elegant, sober and strong typeface. Inspired by mosaics and stained glass, this font aptly represents several patterns and symbols found in Cuban culture. Being a serif font, it lends a formal feel. Their wide and open letterforms, and the great x-height, make it very legible for body text at small sizes.
typography
Typography Typography is limited to the use of two typesfaces.
Pinyon Script Pinyon is a round hand script style font that
contains swashes that represent
confidence, refinement and aristrocatic style. Script fonts are used largely seen in Cuban designs. This is because the curves and swirls in the fonts are said to symbolize the vibrant music and dance scene in Cuba.
typography
Typography Verve Verve is an elegant condensed typeface where there is a sense of balance that is observed in the widths of the characters. This font is used exclusively for the cigar name and nothing else. It enhances the masculine nature of the cigar. In some instances, the shadow behind the letters represent the humidor in cigar stores in Cuban culture. Humidors were generally present in the back of the store.
typography
VIS GRID
Executions
HUMIDOR The design around the box mirrors the mindset of the target audience - someone who always keeps moving, never settling and never resting. The individual design pieces represent several elements from U.S as well as Cuba. The bald eagle, for example, not only symbolizes America but is similar to the ones found in Cuba. The top of the box has design patterns mentioned earlier as well as the Exitos logo.
Cigar Band The first band is with the cohiba logo and the second is a special edition band with Exitos. The color of the band stays true to the color palette. The deep brown symbolizes the earth and is used to remind the audience that the cigars are grown from the earth.
PRESS KIT The branded press kit is a special box that contains the invite for the event as well as cards that tell the audience the story of Cuba and Cohiba. Mimicking the look of a humidor, the box will contain a RSVP card. Once the Exitos App is downloaded, the user can then hold his phone over the card to save the RSVP invite onto his calendar and gaining VIP access. They will then be able to add their plus one guest and choice of alcohol for the brand launch at the upcoming Calle Ocho.
Website + APP Apart from adding a guest and choosing the alcohol, there are several other features that the Exitos app has. Called ‘The Exitos Club’, this app is available exclusively to those that received the invite. These VIP guests have a code that they can use to access the website as well as the app.
HOME The user has to input the code that he has been given to gain access to the app.
PROFILE Each code is unique and a profile has already been created.
The
user
can
then fill in the rest of the information,
upload
a
display picture, add a plus one, select their alcohol and much more.
GLOBAL Since
the
event
is
international, the VIP user has access to connect and network with the others who have also been invited to the event.
EXPLORE VIP members can learn more about Cuban culture, the milestone in Cuban American relations, history of Cohiba and more details on this special edition cigar. Augmented reality posters and street banners make it easy for these afficianados to find more information.
STREET BANNERS For the event itself, sequential street banners will be placed around Miami and the locations where the event is taking place. These use augmented reality to reveal tidbits of information about Cuban culture, cihar making and the Exitos cigar. Users will have to have the app downloaded. Once that is done, all they have to do is hold their phone in front of a banner to gain access to information.
BUILDING WRAP
POP-UP Cigar bar
SAMYUKKTA MURALI