client: Imperial Tobacco, commissioned by BSUR
Development, art-direction and identity design of Kane NYC, a cigarette brand which was launched in Spain in 2004. Inclusive concept and art-direction of communication and events.
Over the years I've been part of the concept team at bsur which developed several new brands for the European market. One brand which was tested extremely positive among young adults was Kane NYC, which was developed for Imperial Tobacco International. The no-nonsense design in dark blue and silver was described as bold and confident, yet sophisticated, reflection the values of big city life. It was seen as an international premium brand.
Kane NYC was launched in Spain in 2004. At BSUR the communication strategy was further developed, including a textual and photographical campaign, brand experience and events. There's even a Kane NYC cafe in Barcelona.
Kane NYC campaign, developed by bsur
Brand Experience - Cultural Events
Launch of Kane NYC, mixed media presentation to Imperial Tobacco Spain
Kane NYC Blue - Full Flavour
Kane NYC silver pack, close-up
Kane NYC, outers
Kane NYC is a brand which is involved in a lot of cultural and artistic events in Spain, such as exhibitions, festivals, concerts and nightlife. There is even a bar/club called the Kane Room at Plaza Real, close to La Rambla in Barcelona.
To get an impression of the world of Kane NYC, check this video on Youtube of an event which took place in Spain.
Kane Room - Bar, Barcelona
Kane NYC was first launched in Spain. Besides brand experience and a lot of exposure in retail stores, there was even a Kane bar at Placa Real in Barcelona to enhance the experience of the brand.
Terence Teitsma | Independent Visual Communication | Concept | Art Direction | Design | Audiovisual | www.terenceteitsma.com | TT@terenceteitsma.com