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Best things in life...

Company8titude (Eightitude) – Design Lab
Lead Designers
ClientHikaru Vong
Prize(s)Bronze in Print / Print Advertising
Project LinkView
Entry Description

Being the finest cigar store with an exquisite art-deco
design, The Connoisseur Emporium provides a wide
selection of Cuban specialty products, including
coffee, rum, beer, cigars, and cigar accessories,
targeting at a niche market in Asia-Pacific region.
In this project, our team has created a print
advertisement that was strategically placed in a
lightbox of a shopping mall, directing onlookers to
take on this exquisite quest for the finer things. We
chose a mafia look-alike man donned in a leather
jacket and fedora hat, who exudes an air of mystery
and poise. He seems to be holding something in
between his fingers, truth be told it was actually an
‘invisible’ cigar. The idea behind it was to avoid
explicitly displaying the cigars product on the print
ad, and the bent forefinger was used to simulate the
man holding a cigar. Consequently, the print ad was
tactfully done while retaining subtlety and the
incessant tinge of classiness.
The tagline “Sometimes the best things in life just
can’t be shown” was inspired by Helen Keller’s famous
quote of “The best and most beautiful things in the
world cannot be seen or even touched - they must be
felt with the heart”. It aptly resonates with the
‘invisible’ cigar as ‘the best thing in life’ was being
referred to it. Additionally, the black and white hues
of the image spurred a whole new retro outlook to the
entire print ad, while the sleek typeface and gold
letterings garnished it to look more opulent.
The print ad has accentuated The Connoisseur
Emporium’s brand image as being spectacularly
decadent and exclusive for the cigar aficionados,
causing heads to turn in the shopping mall. Who says
that an old product cannot be advertised in style? Not
us anyway.


We are a Strategic Design Consultancy building memorable and meaningful branding and communications design through value-driven, long-term partnerships with businesses and communities. We create engaging and compelling brand experiences for startups, corporates, and communities to create immersive impact on their audiences.