strategic meta-project centered on the heritage of a historic tobacco brand. the rebranding explores the values of audacity and irreverence, positioning ROXY as a cultural icon for a bold, contemporary audience, right before this trend took place in the communication world.

the strategy balances historical roots with a provocative visual language, documented through a comprehensive brandbook. the climax of the project is ROXYGEN, an activation-event aimed at the relaunch of the brand, 40 years after its vanishing, as an exclusive event-based community platform.