De volta para o passado-futuro: a releitura de embalagens de cigarro com ênfase nostálgica no legado da indústria fumageira

Abstract

The present paper consists in the elaboration of an experimental project that aims to build a recreation of antique cigarette packages, dated between the 1960s and the 2000s, based from a nostalgic conception, as an advertising strategy. As the theoretical basis, sources that more specifically address each scope of the proposal were studied. On nostalgia, studies by Carvalho (2019) and Sedikides (2008) are used. Within the design and creation of packaging, Camargo and Negrão (2008) and Mestriner (2002) are featured. On the tobacco industry, texts by Reis (2012), Lobianco (2018) and Campos Toscano (2017) are explored. Meanwhile, the methodological process chosen to support the project is the UAM packaging creation method, presented by Camargo and Negrão in their book, “Packaging design: from marketing to production” (2008), which consists of five steps: case, problem, hypothesis, design and production. Thus, it becomes possible to build a well-structured project of recreation, which follows the nostalgic principles that these cigarette labels go back to, but within the current reality and context.