A classic lighter company sets the stage for their return to the limelight

A new identity with product-category branding enables the company to build its product line around a solid strategy

Brand Strategy – Creative Direction – Identity

Ronson lost out to Zippo during the Mad Men era and never regained its market share in the US, but when they decided to rebrand in 2005 they sought to set the stage for a global comeback.


Brand research outlined key aesthetic areas as part of a positioning exercise.