Sean Kinmont, Creative director, 23red
How many fashion accessories remain unchanged for 60 years?
Most cigarette brands have retained the same design since birth, and with Lucky Strike it's not difficult to see why.
Back in 1941, having penned the iconic Coca-Cola bottle, Emperor of design Raymond Loewy was asked to design a cigarette brand.
The design he created is as timeless as they come, yet recalls a rich history. A simple target, repeated on both sides of the pack and a colour scheme often seen in the bands of the Vietnam GI's helmets - this is a brand with staying power dating back to World War II. A cigarette from a time when men smoked to calm nerves or simply celebrate the fact that they still had the breath to do so.
Next to Lucky Strike, few can stand the comparison test.
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