An elegant gloved hand delicately holds the packet of Lucky Strike in this poster signed by Victor Rutz.
Raymond Loewy and the design of the Lucky Strike packet
Named the father of industrial design, the Franco-American Raymond Loewy (1893-1986) conceived the design and logos of emblematic brands of the 20th century, such as the Coca-Cola bottle and the Shell, TWA and BP logos.
In the 1940s, the chairman of American Tobacco asked Raymond Loewy to improve the design of the Lucky Strike cigarette packet. Loewy transformed the dark green pack into white, a symbol of purity, creating a positive image for the brand and winning over women. In addition, by eliminating the green colouring from the paper, costs were reduced.
The white of the packet and of the circle around the red Lucky Strike logo make the packet more visible. This simple innovation has since been copied on all cigarette packets.
- Condition B+
- Code C036900