Wave, a discount brand with a premium taste, needed a new identity to build upon.

Developed annual and strategic plans to grow the brand, featuring key executions such as: an updated brand identity with a refreshed pack and communication platform, the brand's first ever Limited Edition Pack, and Wave Modern, a sleek, groundbreaking line extension. Managed the brand's creative strategy, including verbalization, artwork development, and beyond.

Efforts helped reverse the brand's decline and led JTI USA to become the fastest and only organically growing tobacco manufacturer by 2015.

Tradition You Can Taste

We start with premium tobacco, selected and cured leaf by leaf. It's then expertly crafted by master blenders with over a century of experience. That's what our Wave crest stands for, and that deserves it's own celebration.