senior designer/creative leader
CASE STUDY :
RONSON REBRAND
THE CHALLENGE
When Zippo acquired Ronson, a brand with more than 113 years of history, there was an opportunity to introduce it to a new generation while preserving the legacy that made it recognizable.
Ronson's branding and packaging had remained largely unchanged for decades and no longer reflected modern retail expectations. The challenge was to refresh the brand without losing the familiarity loyal customers associated with it.
A key priority was maintaining the iconic red, yellow, and black color palette that had long driven shelf recognition. The goal was to create a modern, competitive identity that felt fresh and relevant while staying true to Ronson's heritage.
MY ROLE
Lead Designer
-
Brand identity refresh
-
Logo redesign
-
Packaging design system
-
Brand guidelines development
-
Product mockups and marketing collateral
-
Point-of-sale and catalog design
THE PROCESS
Although the project initially focused on packaging updates, I recognized an opportunity to refresh the broader brand identity, starting with the logo.
I began by researching Ronson's history, reviewing legacy logos, packaging, and competitor brands to identify the elements customers already recognized and valued. This helped reveal opportunities to simplify and modernize the brand while honoring its heritage.
After exploring multiple logo concepts, I developed a retro-inspired direction that referenced Ronson's history while introducing a cleaner, more versatile aesthetic for modern applications.
With the new logo established, I redesigned the packaging system to improve hierarchy, readability, and consistency across product lines. Throughout the process, I collaborated with stakeholders to ensure the work supported both business goals and the brand's legacy.
THE RESULT
The refresh modernized Ronson's visual identity while preserving the brand recognition built over more than a century.
The new retro-inspired logo captured the spirit of the original mark in a cleaner, more contemporary form. The packaging system was fully redesigned with stronger product messaging, updated graphics, and a more cohesive structure across the portfolio.
To ensure long-term consistency, I developed brand and packaging guidelines covering logo usage, typography, color, and packaging layouts. The refreshed identity was also extended into marketing materials, including advertisements, catalog covers, product mockups, and point-of-sale displays.
The result was a stronger, more unified brand presence that balanced heritage with modernization, maintained shelf recognition, and positioned Ronson for future growth under Zippo.