senior designer/creative leader
CASE STUDY :
RONSON REBRAND
THE CHALLENGE
After Zippo acquired Ronson, a heritage brand with more than 113 years of history, there was an opportunity to reintroduce the brand to a new generation of consumers, all while honoring the legacy that had established its place in the market.
Ronson's visual identity had remained largely unchanged for decades, resulting in packaging and branding that no longer reflected contemporary retail trends or consumer expectations. The challenge was to modernize the brand without alienating its loyal customer base.
A key consideration was preserving the strong visual equity associated with Ronson's recognizable red, yellow, and black color palette, which customers had come to associate with the brand on store shelves.
Ultimately the goal was to create a refreshed identity that felt current, confident, and competitive in today's retail environment while maintaining the familiarity and shelf recognition that had contributed to the brand's long-standing success.
THE PROCESS
While the initial project brief focused primarily on updating the packaging design, I identified an opportunity to take a legacy-forward approach to the brand refresh. To ensure consistency across all touchpoints, I advocated for revisiting the visual identity itself, beginning with the logo.
My process started with researching the history of the Ronson brand, analyzing legacy logos, packaging systems, and competitor products within the category. This exploration helped identify the visual elements that customers already recognized and valued, as well as opportunities to simplify and modernize the brand.
I developed multiple logo concepts that balanced contemporary design principles with references to Ronson's heritage.
The final direction incorporated retro-inspired elements that paid homage to the brand's history while introducing a cleaner, more streamlined aesthetic suitable for modern packaging and marketing applications.
With the refreshed logo established, I redesigned the packaging system to improve hierarchy, readability, and consistency across product lines. Particular attention was given to shelf impact, ensuring products remained highly visible and recognizable within a crowded retail environment. Throughout the process, I collaborated with stakeholders to refine design solutions that aligned with both business objectives and
brand heritage.
THE RESULT
The project resulted in a comprehensive visual refresh that modernized Ronson's presence while preserving the brand recognition built over more than a century ago.
I created a new retro-inspired logo that retained the spirit of the original identity while bringing a cleaner, more contemporary feel to the brand. The packaging system was completely refreshed with updated graphics, improved product messaging, and a more cohesive visual structure across the product portfolio.
To support long-term brand consistency, both brand and packaging guidelines were established along with standards for logo usage, typography, color application, and packaging layouts. Beyond packaging, I extended the refreshed identity into a range of supporting marketing materials, including product mockups, advertisements, catalog covers, and point-of-sale displays.
The final result successfully balanced heritage and modernization, providing Ronson with a stronger, more unified visual presence that maintained shelf recognition while positioning the brand for future growth under Zippo's umbrella.
MY ROLE
Lead Designer
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Brand identity refresh
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Logo redesign
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Packaging design system
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Brand guidelines development
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Product mockups and marketing collateral
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Point-of-sale and catalog design