The Camel’s New Clothes

A large percentage of mass consumer packaging has embraced the More is More approach when it comes to packaging design: More starbursts, more swooshes, more information, more graphics, more, more, and more in hopes of getting your attention. Besides fragrances and perfumes, one of the few categories that has amazingly maintained a level of graphic sophistication and restraint is cigarette packaging. From the underrated simplicity of Marlboro, to the indefatigable Lucky Strike, to the sophisticated Gauloises, cigarette packs are remarkably simple — a feat all the more impressive given that most cigarette packs are only seen through heavy armorage behind counters, and next to Tylenol and Alka-Seltzer mini packs. Some cigarette brands haven’t even changed their design in ages, inc