Nub Cigars
Made to be enjoyed.

Big things do come in small sizes

Problem

For Nub, the company was desperately in need of a fresh new look and developing a compelling rebrand for their specialty sized cigar products. Nub had conflicts with the visual and verbal communication of the brand. On balance, it lacked a coherent story which sufficiently related to the style and purpose of it’s unique shape.

Challenges

When our client approached OGK with the need to revitalize their signature brand Nub, we were eager for the task. Nub’s challenge was to showcase to the retail and distribution communities an improved brand, with a unique identity and story, without diluting the company heritage.

Solution

As always, we initiated the project with a brand audit, to determine what was working and what wasn’t. We needed to make an impact, but do it in a subtle, refined way not to disrupt its current brand loyalty. We started out by finding opportunities inside the marketplace that we could exploit and differentiate us from the others. The first industry changing concept we developed was offering flavor descriptions on the outsidecellophane wrapper surrounding the cigar. Nub was proud of their well-earned victory and the future of the Nub brand platform.

Package Design

The main focus was how best to unite the Nub portfolio and the masterbrand’s established design elements, especially the colors of white & gold, natural wood, and classic red & black, while also making the range recognizable in its own right. It all had to reflect the brand’s positioning as “Cigars of Class ”. The various styles used were to mark the different types of blends for each of the cigars and assist in making them recognizable worldwide.

Retail Education

Many times there is no one to guide a shopper on the specifics of a cigar to purchase. Hence, we created the first ever cellophane wrapper description tool. This was such a hit because the majority of your entry level aficionados seek out a mild flavor, but rarely understand the components of the cigar itself (leaf wrapper, spice factor, tobacco, region). With this value based education in hand, novice consumers now could make better purchasing decisions, without having to connect with an employee.

Packaging Options

We developed a distinct set of features for each sub brand of the portfolio. This was based on a combination of the persona of the cigar, the back story created and the way we wanted to trigger a feel of the end user. We needed to produce opulence for specific Nub blends, with textures and colors that would compete with similar master brands.

Unique Design

The relationship to the Nub masterbrand was introduced through assorted graphical resources such as the white and gold color palette and the use of a customized typeface as the secondary logotype.

Materials & Finishes

A carton box is one of the most popular forms of packaging, and it is popular among such consumers for tobacco products. We analyzed various forms of carton boxes for protection, transportation and presentation purposes. To evolve the production process, we analyzed a wide variety of printing, and after-printing finishing activities. This included various kinds of special inks, papers and printing types to produce the gorgeous boxes and wrappers at the finish line.

Target Audiences

To reach the ideal audience we sent out our cigar smoking creative crew to do research across multiple retail tobacconists in Florida. Our education demonstrated that affluent, busy executives were the perfect fitting tailor made segment due to the time it took to finish a Nub cigar, while accepting the price point and valuing it’s total raison d’être for being.

Messaging Strategy

OGK embarked on a complete content solution where the identity and packaging design echoed the positioning and brand story. This even included a Mighty Mouse silhouette on marketing materials to reflect the cigar’s “hearty” character. The brand tagline that we developed ” Made to be enjoyed” was a universal phrase that could connect to multiple audiences.

Marketing Positioning

With a large variety of cigar brands producing all types of shapes and sizes within the marketplace, standing apart from the competition was a major task. Due to the magnitude and proportion of the Nub cigar, we positioned this unique product based on the available time the smoker had , as well as the amount of smoke they were seeking to enjoy it. Then, based on the personality, price point, quality of wrappers and content, we determined that going head to head with the major household brands such as Davidoff and other master blends would be approachable and respectable.

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