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When developing the brand for a fictitious Quebec tobacco company called Poumon Noir, I decided to go for noir, the real noir.
Although the logo seems straight out of the heart of a noir story, the "smoking gun" reveals perhaps a darker insight about its consumers: they know that smoking kills, but just like one of the anti-heroes in a film noir movie they accept their fate, it seduces them and they walk determinedly to meet it. They seem to have come to terms with this unavoidable truth.
The brand guidelines are presented in a document in the form of a police report.
Client: Poumon Noir
Art Director & Copywriter: Sebastian Gonzalez
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