Redefining a experience

Services
- Brand Diagnosis
- Brand Positioning
- Visual Identity Design
- Industrial Design
- Packaging Design
- Experience Design
Industry
- Consumer Goods
Client

Republic Technologies International

Republic Technologies is a manufacturer and world leader in the cigarette rolling paper industry. For over 170 years, it has capitalised on the "Roll Your Own" market under its most recognised and valuable brand, OCB.

Following the acquisition of ROOR – an icon of the cannabis and glass pipe industry – the company set its sights on conquering the alternative market, a segment that is growing steadily and which, far from retaining its former negative connotations, is now associated with a sophisticated and aspirational lifestyle.

Challenge

Conquering
the alternative market

For Republic Technologies, growth means innovation, so it set Morillas an unprecedented challenge: to create a cigarette paper brand capable of captivating the alternative market as well.

A relevant and differential brand would allow the brand to reach a new demanding and knowledgeable consumer profile and lead a market segment that until now had been capitalised by other brands.

Solution

A cigarette paper
for the Cannasseur

Far from being inspired by the recurring codes typical of the category, we sought a disruptive language that would legitimise and celebrate the cannasseur.

A demanding and discerning consumer who seeks the highest quality paper to complete the perfect consumption experience. A brand that, like cannabis, enables the consumer to express his or her personality and philosophy of life.

A meticulously
designed consumer
experience

The project reflects this approach through a bold and powerful graphic language inspired by the psychedelia of the 60s and the acid graphics of the 90s.

The sense
of freedom

Our deliberate ingenuity in to graphics approach makes the ROOR universe pure, fresh and timeless.

A carefully designed paper brand, the first to integrate CBD into its fibres, that elevates the cannabis experience to a high-quality ritual that lives and breathes creativity, self-expression and free thinking.