Room101 Cigars

Room101 isn’t a cigar brand with a lifestyle attached. It’s a lifestyle brand that happens to make premium cigars, and people don’t just buy it, they join it.

Most cigar companies are a product first and a personality second. Room101 runs the other way. Matt Booth started it in 2003 and brought cigars into it in 2009, and it’s polarizing on purpose, with a following that names itself and shows up. The work has carried that voice across every place people meet it, without sanding off what makes it his.

Plenty of companies want a following. Room101 built one, the kind that shows up for events and collects everything. Loyalty like that isn’t manufactured, it’s earned. In 2022, Scandinavian Tobacco Group acquired Room101 and kept Matt Booth in creative control, which is the clearest measure of success we could ask for: a brand strong enough to grow, scale, and change hands without losing the personality that made people care in the first place.

01 Ongoing brand and campaign creative support since 2010

02 Packaging, point of sale, and retail programs

03 Video, motion, and social content