Altoids rebrand
Scope
- Packaging Design
- Branding
- Art Direction
- 3D Design
Overview
This rebrand concept reimagines Altoids' timeless identity by blending its heritage with a modern, fashion-forward aesthetic. The iconic tin and flavor colors remain, while an updated design system aligns with on-the-go individuals who value style, functionality, and quality. By niching into a fashion-adjacent market, the concept connects Altoids to a community that appreciates elevated packaging, brand collaborations, and exclusivity, transforming the classic mint into a lifestyle statement.
Brand Heritage
Altoids were first created in 1780 century by London-based Smith & Company. Known as "The Original Celebrated Curiously Strong Mints," the name Altoids derives from the Latin word "alt" (to change) and "oids" (to take the form of). Initially, the mints were developed as a remedy for stomach discomfort, flavored with peppermint oil for its refreshing and medicinal properties.
By the 20th century, Altoids expanded globally, solidifying its status as a cultural icon, especially in the United States, where it was positioned as both a breath freshener and a quirky lifestyle accessory.
Packaging Direction
To reposition Altoids as a must-have accessory. Targeting trendsetters who thrive on aesthetic appeal, cultural relevance, and multi-functionality.
This re-brand will elevate Altoids from a classic mint to a symbol of on-the-go sophistication. A staple in the purses, pockets, and routines of those who dictate what’s cool.
Altoids will adopt a fashion-adjacent identity, blending its iconic heritage with a fresh, design-forward approach that resonates with the modern consumer.
