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.
Client: Poumon Noir
Art Director & Copywriter: Sebastian Gonzalez