How do you create intrigue around a product already considered the pinnacle of luxury?
With just 600 units produced globally and four consecutive Halfwheel Packaging Awards to its name, expectations for Cohiba Spectre were sky-high. Each limited-edition blend of 10 exceptional cigars must impress the world’s most discerning aficionados – people for whom luxury is an everyday standard.
Levity’s challenge: Deliver Spectre’s fifth award-winning design – one that pushed creative boundaries while remaining commercially viable at scale. Unlike previous agencies’ concepts, Levity merges ideation and feasibility early on to ensure the beauty on screen can be produced in reality.
Concept-to-Commerce™ (C2C) Methodology
Levity’s brief was two-fold:
- Craft an unforgettable unboxing ritual worthy of Spectre’s ultra luxury status
- Ensure every design element was feasible to produce
We began by exploring Spectre’s existing brand equity and the broader ultra-luxury space.
From there, we developed multiple structural concepts, working closely with the client to select a standout direction: a distinctive “corset” opening mechanism pre-validated by our industrial engineering partner.
A bold, minimalist aesthetic had already been established – one we aimed to evolve, not replace.
By blending Spectre’s futuristic, tech-forward identity with rich, heritage-inspired materials, we elevated the experience through texture, tone, and storytelling.
Taking cues from luxury automotive interiors, we combined metal and wood to create a tactile, refined design language. A subtle refresh of the Spectre logo added further sleekness and intrigue.
The Result
A refined evolution of Cohiba Spectre’s award-winning packaging, fusing modernist edge with tactile luxury. The result is a timeless, scalable design that transforms unboxing into a sensory ritual, perfectly echoing the caliber of the cigars inside.
How do you create intrigue around a product already considered the pinnacle of luxury?
With just 600 units produced globally and four consecutive Halfwheel Packaging Awards to its name, expectations for Cohiba Spectre were sky-high. Each limited-edition blend of 10 exceptional cigars must impress the world’s most discerning aficionados – people for whom luxury is an everyday standard.
Levity’s challenge: Deliver Spectre’s fifth award-winning design – one that pushed creative boundaries while remaining commercially viable at scale. Unlike previous agencies’ concepts, Levity merges ideation and feasibility early on to ensure the beauty on screen can be produced in reality.
Concept-to-Commerce™ (C2C) Methodology
Levity’s brief was two-fold:
- Craft an unforgettable unboxing ritual worthy of Spectre’s ultra luxury status
- Ensure every design element was feasible to produce
We began by exploring Spectre’s existing brand equity and the broader ultra-luxury space.
From there, we developed multiple structural concepts, working closely with the client to select a standout direction: a distinctive “corset” opening mechanism pre-validated by our industrial engineering partner.
A bold, minimalist aesthetic had already been established – one we aimed to evolve, not replace.
By blending Spectre’s futuristic, tech-forward identity with rich, heritage-inspired materials, we elevated the experience through texture, tone, and storytelling.
Taking cues from luxury automotive interiors, we combined metal and wood to create a tactile, refined design language. A subtle refresh of the Spectre logo added further sleekness and intrigue.
The Result
A refined evolution of Cohiba Spectre’s award-winning packaging, fusing modernist edge with tactile luxury. The result is a timeless, scalable design that transforms unboxing into a sensory ritual, perfectly echoing the caliber of the cigars inside.