Montefortuna Cigars started its journey in 1985 in Switzerland. They are specialized in limited edition and premium cuban cigars although, they also offer a wide range of high quality cuban cigars from the most famous and highest quality brands. Their aim is to offer the exclusive selection to their club members, the most ambitious cigar connoisseurs and experts. There are already many competitors and online shops, but most of them sell all kinds of cigars regardless of the quality. However, Montefortuna only sell high-quality cigars. Montefortuna wanted a brand identity that was clearly different from other common brands.
To discover the direction of the brand identity development, we first began with the meaning of the brand name. Montefortuna is a combination of two spanish words: 'Monte' and 'Fortuna', meaning mountain and fortune. The mountain is so high and steep that is difficult for people to access, in that sense it reveals the characteristics of Montefortuna, which is accessible only to those who want the best goods regardless of price. Also, the noble and luxurious image implicit in the word fortune goes well with the most exclusive selection of cuban cigars, which is provided by Montefortuna.
The core value of Montefortuna is to provide the most exclusive cuban cigars that are not readily available, offering high standard of personal services by professionals, and to pursue an elegant lifestyle by unique experience in Montefortuna. I reflected core values of Montefortuna with the graphic motif of legendary animal Griffin in mythology. Griffin is known as the most noble and elegant animal with an eagle's head and a lion’s body. They live in high mountains where people could not easily reach, and used to act as guardians of the treasures of god such as gold. In designing the brand's identity, I used the graceful curves of cigarette smoke, and made the initials M of Montefortuna using griffin’s legs and body parts. Montefortuna's typeface uses an elegant, luxurious serif to match the symbol's smooth and refined curves. Montairfortuna's color uses dark brown, reminiscent of a cigar, and gold associated with Griffin.