COHIBA SPECTRE.
Levity’s Executive Creative Director + President, Theo van Blyenburgh, and Industrial Design Director, Jason Campbell, sit down with Cohiba Brand Director Matt Wilson to unpack the making of the 2025 limited-edition Spectre.
From hundreds of early ideas to the concept that immediately rose to the top, they explore how close client collaboration, rapid ideation and early engineering transformed an ambitious sketch into a manufacturable ultra-luxury experience.
At its center: Spectre’s bespoke corset-style reveal. A sequence of tactile clicks, magnetic snaps and controlled tension turns opening the pack into a performance of its own.
And the finished product has continued Spectre’s formidable winning streak.
Levity’s design earned Gold at the Graphis Packaging 11 Awards and was ranked among the year’s top cigar packaging designs by Halfwheel – recognition across both the global packaging design and cigar industries.
But perhaps the best proof of the process? The product that reached market remained remarkably close to the concept Levity presented in round one.
Madly Hadley.
BEHIND THE WORK.
The finished pack is only part of the story.
Go behind the work with the clients and creatives who made it happen, as we unpack the thinking, challenges, collaboration and creative decisions that take an idea from concept to commerce.
No polished case study speak. Just candid conversations about what it really takes to create work that performs in the real world.
COHIBA SPECTRE.
Levity’s Executive Creative Director + President, Theo van Blyenburgh, and Industrial Design Director, Jason Campbell, sit down with Cohiba Brand Director Matt Wilson to unpack the making of the 2025 limited-edition Spectre.
From hundreds of early ideas to the concept that immediately rose to the top, they explore how close client collaboration, rapid ideation and early engineering transformed an ambitious sketch into a manufacturable ultra-luxury experience.
At its center: Spectre’s bespoke corset-style reveal. A sequence of tactile clicks, magnetic snaps and controlled tension turns opening the pack into a performance of its own.
And the finished product has continued Spectre’s formidable winning streak.
Levity’s design earned Gold at the Graphis Packaging 11 Awards and was ranked among the year’s top cigar packaging designs by Halfwheel – recognition across both the global packaging design and cigar industries.
But perhaps the best proof of the process? The product that reached market remained remarkably close to the concept Levity presented in round one.
Madly Hadley.
MORE STORIES. MORE SOON.
GOT A CHALLENGE WORTH TALKING ABOUT?
From strategy through shelf, Levity brings creative ambition and commercial reality together through our Concept-to-Commerce™ approach.
Let’s make something worth talking about.
MORE STORIES. MORE SOON.
GOT A CHALLENGE WORTH TALKING ABOUT?
From strategy through shelf, Levity brings creative ambition and commercial reality together through our Concept-to-Commerce™ approach.
Let’s make something worth talking about.