The brand concept is more than just a logo or a catchy tagline; it’s the core idea that encapsulates a brand’s values and purpose. Cricket’s new (and non-traditional) concept is a manifestation of how taking responsible action can make life feel a little lighter.
Our rebranding work for Cricket Lighters focused on differentiation and distinction. As part of the latter, we developed the product design and brand expression, while also crafting a fresh concept.
The starting point for our conceptual work was the recognition that Cricket is a brand that champions responsibility, with a strategy to shift from disposable to reusable products. This transition significantly reduces their environmental impact, while continuing to set new standards for user safety and product lifespan. Alongside this strategic direction, the concept also needed to bring Cricket’s confident and playful brand personality to life.
The biggest challenge of our lifetime
Climate change is one of the greatest threats of our time. Studies show it affects mental health, with many people struggling to maintain a positive outlook on the future. But research also suggests that people place trust in brands that take tangible action and lead the way towards a better tomorrow. We based our concept on a universal human truth: once you take action – once you take responsibility – you start to feel better. Or in Cricket’s case: life feels a little lighter.
Not your traditional brand concept
A modern brand concept needs to be versatile and adaptable while maintaining consistency. In Cricket’s case, that means a coherent tone and expression across digital channels and platforms, products, packaging, in-store materials, and campaigns. And rather than creating a traditional concept line, we elevated the brand concept into a guiding direction for how the brand should be experienced — visually, verbally, and emotionally.
Light up reflects how Cricket acts, behaves, and communicates in a playful and unexpected way. Stand out suggests that Cricket’s design is intended to inject joy and happiness at every opportunity. Spread good vibes signals that the brand is all about responsibility — delivered with an uplifting attitude.
The new concept is brought to life through an updated, vibrant, and colourful brand design, photography look and graphics. We’ve also introduced a new typeface that complements its expressive and playful tone of voice.
As a non-traditional brand concept, it lives through a brand playbook and an extensive asset library, which is continuously developed in close collaboration with Cricket and its partners.
