In 2019 the Dutch rolling paper brand Mascotte approached my Agency (Regime) to help relaunch their brand. With the launch of a new line of Cannabis products, the brand was looking to shed their image as a rough-and-tumble tobacco paper in favour more contemporary brand, for a new audience. This image is more in line with their true colours as innovators in rolling papers- a top-shelf brand with over a hundred years of history. The launch of Mascotte’s Cannabis or ‘Kingsize’ products acts as a speed boat to later update the entire brand and full range of products. Our role included strategy, rebranding, and a campaign to launch it all across retail, social and digital.
Elevate the Product
Our approach was to truly elevate the brand and paint a picture of their products- a range made with the highest quality materials and the utmost research and developments. The amber coloured rocks you see here are raw Gum Arabica which Mascotte uses to make the glue on all their organic and natural products.
We decided to honour the product by creating the most stunning photographs of paper we could make. All images are shot in-camera by photographer Qiu Yang. These are not 3D renders, these are photographs.
In addition to the ‘Brand Images’ which convey the utmost quality paper products, we created a suite of images that honour characteristics of individual products like magnetic closures, extra light papers, and sturdy tips & filters.
In addition to the clean and crisp branding we used to convey product, we helped develop a pattern, based on the varnish of the packaging, which pays homage to the heritage of the brand. We implemented this pattern in our campaign to breathe more life into how we present lifestyle imagery.
Experts Never Compromise
We developed a line that speaks both to how Mascotte develops their products, and the way their new aspirational audience approaches life.
Working with our amazing friends at uni.verse, we brought the images to life through animation using a ‘living hold’ that subtly lets the product shine.
