CLIENT
Zig-Zag
Challange
Zig-Zag had iconic status but lacked consistency across its brand and packaging. While the legacy was undeniable, the visual system and voice weren’t resonating with a new generation—and counterfeit products were diluting trust and sales.
Opportunity
Fuse heritage with cultural relevance. Our goal: modernize the brand without losing the swagger. That meant refining the iconic Zouave, tightening packaging, and extending Zig-Zag’s presence into lifestyle and culture.
Approach
Brand Identity & Packaging – Redesigned the entire system to create a bold, unified look—instantly recognizable and built for retail and digital alike.
Voice & Cultural Integration – Refreshed the brand voice to honor the OG legacy while speaking directly to a new, hype-driven audience. Expanded into swag and collabs to own space in lifestyle, not just rolling papers.
Anti-Counterfeit Campaign – Launched a high-impact, educational campaign to help consumers spot fakes—turning product protection into brand loyalty.
The Result – A legendary brand, reintroduced with purpose. 77% drop in counterfeit sales. 42% lift in brand engagement. And a resurgence in cultural relevance that reestablished Zig-Zag as a category-defining icon.