Dunhill Special Reserve Global Travel Retail Pack

Derrick Lin


Creative Agency: Webb deVlam
Project Type: Produced, Commercial Work
Client: British American Tobacco
Location: London, UK

Dunhill Special Reserve is a luxury tobacco proposition aiming to enhance the brands prestigious credentials by encoding signals of authenticity and excellence. Combined with the brands genuine tobacco heritage and expert master blender this is the ultimate offering in an elevated tobacco experience.

The brief asked us to convey prestige and quality codes through format and materials so the design uses a PU leather substrate with a satin lacquer finish to evoke a feel in the hand of a crafted, luxury item.

The foil badges on the 20 pack have been created as solid metallic badges with each of the distinctive variant patterns etched into the surface.

A global map has been debossed into the lid surface with signifiers of the location the tobacco is grown and London as the epicenter of the brand.

Lifting the lid reveals a single pack of each variant sunk into the top layer tray. When the tray is lifted out it reveals two rows of the remaining packs below. Each of these are sat into individual recesses and when the pack is removed you discover the topographical spot UV varnish pattern underneath.