Repositioning S.T. Dupont meant preserving heritage while staying culturally relevant to a younger digital audience — a challenge facing every legacy luxury brand today.
For S.T. Dupont, the opportunity was not to reinvent the brand, but to reinterpret its craftsmanship, history, and timeless design language for modern platforms and behaviours.
FIVE developed a content and positioning approach centred around elevated storytelling, editorial visuals, and contemporary luxury culture. The strategy focused on creating a more emotionally engaging digital presence while maintaining the sophistication and prestige associated with the brand.
Through carefully curated content, platform-native storytelling, and a refined visual direction, the project explored how heritage luxury can evolve naturally within today’s digital landscape without losing the identity that made it iconic in the first place.