Refreshing America’s number one lighter for a wider audience


BIC came to us for help refreshing their “Good Vibes” line of lighters, with the goal of increasing sales among their millennial demographic.


The desired look and feel for the “Good Vibes” lighters was fun, irreverent, and edgy (without being offensive). In combination with internet research, social media support, and lots of memes, we delivered creative approaches that would engage millennials without alienating other BIC consumers in search of a lighter.

  • Identity
  • Packaging

This does not constitute an endorsement of any kind.