Brand development · Creative direction · Visual identity
LS LENNY
SANTOS
A cigar brand built around music,
craftsmanship and legacy.
From an artist’s identity
to a brand of its own.
The challenge was to translate Lenny Santos’s musical identity into a cigar brand with a story and visual language of its own.
I developed the creative concept and direction across the brand identity, collection concepts, packaging, accessories and campaign presentation. The work connected the central idea to the details people would see, hold and experience.
Leaf + String.
Tobacco and music share an attention to craft, character and composition. Leaf + String gave that relationship a name and a visual foundation.
I carried the idea into resonance lines that reference both leaf veins and guitar strings, linking the tobacco and musical sides of the brand. “Always Composed” expressed the same thought in language and became a recurring signature.
Composer’s Cut.
I developed three distinct creative worlds for Composer’s Cut, each with its own story, imagery, color palette and metallic finish.
- Apollo / Perfect Melody
- The pursuit of perfection. Deep red and gold establish the edition’s visual character.
- Orpheus / Legend
- The power to move souls. Black and chrome give the edition a distinct presence within the collection.
- Don Marino / Santos
- The legacy that shaped a family. Cream and rose gold frame a story of family and remembrance.
The shared identity connects the editions; the individual concepts give each its own place in the collection.
Lira Sagrada.
Lira Sagrada, the sacred lyre, was developed as its own creative concept within LS. It has a distinct symbolic identity and product presentation.
I used the lyre as the central emblem, carrying the musical instrument into the mark and the packaging concept. Deep forest green, gold and a burl-wood presentation connect the brand’s Leaf + String idea to the materials and finishes.
The concept extends through the emblem, box, interior presentation and accompanying story, giving Lira Sagrada its own identity within the wider brand.
Every decision
carries the idea.
My involvement continued beyond the visual presentation. I worked directly with production partners on packaging dimensions, interior layouts, materials, finishes, hardware and construction.
That process required translating the creative direction into specifications, reviewing proposed changes and resolving manufacturing details while protecting the intended experience.
The scope also includes story cards, cigar accessories and campaign materials, connecting the product presentation to the wider brand.
Brand concept. Collection storytelling.
Visual identity. Product and packaging direction.
Direct collaboration with manufacturing partners.