Levity Delivers Spectre’s Striking New Identity

Levity Delivers Spectre’s Striking New Identity

CPG branding and packaging experts Levity has partnered with Cohiba, one of the most iconic cigar brands, to deliver a bold new packaging design for the latest edition of its ultra-luxury Spectre.

With just 750 units produced, the 2025 Cohiba Spectre release features 10 hand-rolled cigars using a rare, limited-edition blend – making it one of the most anticipated launches in the luxury cigar world.

After four consecutive Halfwheel Packaging Awards for previous Spectre editions, Cohiba set out to raise the bar once again. It challenged Levity to create a packaging experience that sparked intrigue, honor the brand’s heritage, and deliver an unforgettable moment of discovery from the very first touch.

Leveraging its proprietary Concept-to-Commerce™ (C2C) methodology, Levity developed a six-component packaging system that blends high-end craftsmanship with precision engineering – ensuring both manufacturability and sensory impact. Spectre comprises:

A sculpted wooden case
Precision-crafted metal cigar tubes
Travel humidor for three cigars
Embossed and varnished cigar band and sleeve
Etched metal card of authenticity
Modular secondary packaging

Inspired by the world of luxury automotive and cinematic icons, Spectre is a convergence of timeless tradition and modern innovation, combining tactile materials like solid wood and precision-milled metal. At its heart is a bespoke analog coreset mechanism – a rotating reveal system engineered for a slow, dramatic unveil that mirrors the elegance of the product inside. The result: a truly theatrical, one-of-a-kind unboxing ritual.

Levity designs with purpose – measured by business goals, not just aesthetics. Whether it's bolstering market share, optimizing portfolio acquisitions, or enhancing equity scores, Levity gets your math. To find out more, visit www.levity.org.

Matt Wilson, Senior Brand Manager at Scandinavian Tobacco Group, parent company to Cohiba, said: “We chose Levity as we wanted a partner that embraced our brand heritage while challenging us creatively to create something exceptional, unexpected and truly luxurious.

“From the outset, it was a masterclass in collaboration. The Levity team quickly understood the luxury market we exist in and asked the right questions to gain deeper insight that allowed them to understand the feeling we wanted to create for our customers.

“They went above and beyond, not just to create something beautiful, but to think about the feasibility of every element to ensure our customers would experience luxury.”

Theo van Blyenburgh, Executive Creative Director + President at Levity, added: “Cohiba is a brand that defines luxury – so every detail, from the packaging’s aesthetic to the way it moved in the hand, had to deliver on that promise. The unboxing experience couldn’t just be beautiful, it had to feel elevated, intentional, and effortless.

“Working with Matt and the team was a true creative partnership. From the very first sketch, we were aligned on the vision – and remarkably, the first concept we presented is exactly what made it to shelf. That almost never happens, and it speaks volumes about the trust, clarity, and collaboration behind this project.”