Poumon Noir

When developing the brand for a fictitious Quebec tobacco company called Poumon Noir, I decided to go for noir, the real noir.

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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.

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The brand guidelines are presented in a document in the form of a police report.

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Client: Poumon Noir

Art Director & Copywriter: Sebastian Gonzalez