Left: Loewy’s 1952 “Peace Cigarettes” (JTI); right: a 1970 design for Lucky Filters that American Tobacco was considering
Two cigarette packs using “Peace” as a brand logo, but neither could ‘exist’ without Raymond Loewy.
My most vivid impressions of American design are the Lucky Strike and Peace cigarette packages designed by Raymond Loewy that accompanied Japan into an era of peace after the devastating defeat of World War II.
Herman Alter, Architect, Buenos Aires
(from Metropolis Magazine, 1992)
When Raymond Loewy redesigned the Lucky Strike cigarette pack in 1939, there was no such thing as a “☮” (the peace symbol). In fact, that symbol didn’t even exist until Gerald Holtom designed it for a “nuclear disarmament” march in the UK in 1958.
Loewy did, however, design the Peace dove symbol, used in his redesign of Japan Tobacco’s Peace brand cigarettes.
What does cigarette smoking have to do with world peace or nuclear disarmament?
We look at each project in more detail, after the fold…