We worked with Camel to modernize their brand and update their product lines while preserving their heritage.  Ultimately the result is a revitalized identity that respects and preserves the history of the brand while creating a bridge to the future where the company does not rely solely on nostalgic products

Camel's products are iconic.  Their shapes, designs and artwork are classics and part of our work with them involved the translation of these classics into modern products. A vintage line has been preserved for continuity but for sustainability we devised a strategy that involves development of contemporary products. 

Part of our work involved archiving documents, photographs and hand painted signs that had been left to moulder in storage. We also interviewed Camel’s key people, recording these and condensing them into a narrative history.

The interviews and narrative we wrote formed the basis for a short documentary film about Camel which we wrote and produced. The video captures their spirit and pride in Hong Kong and its industries. The full film can be viewed here.

We created a font based on art deco stylings to reflect Camel's historic roots while celebrating it's modernity. This is being uniformly applied to all brand touchpoints as they gradually roll out. Here, it is applied to Camel's slogan '一味靠滾’. 

One of the first brand touchpoints to roll out is a series of illustrated posters which we created for the Camel themed hotel, Camlux, which is the company's factory building repurposed. The interior of the hotel celebrates the company and the building's history.