New Brand: Ci
Completed 8/7/2026, 10:12:06 PM
Q1. What kind of party is it? Where is the party?
It is a casual, laid-back backyard BYOB get-together. The party is at a shared off-campus student apartment with a wooden deck—nothing fancy, just a chill space where people can relax without worrying about dress codes or spending too much money.
“It's the kind of party you throw at a student apartment—low key, BYOB, and totally relaxed.”
Q2. What brands are at this party?
Canadian Classics is hosting because they are reliable and sensible. Belmont shows up looking polished but trying to blend in with the crowd. Budget brands like Pall Mall and the new budget-friendly Ci are hanging out by the cooler, keeping things down-to-earth.
“Canadian Classics is running the show, Belmont is trying to look casual, and the budget brands are just chilling by the cooler.”
Q3. What are they eating? What are they drinking?
They are eating basic party snacks like potato chips, pretzels, and cheap late-night pizza. To drink, there is budget-friendly domestic beer, some cheaper cider, and maybe a few mid-tier craft cans that someone brought to share.
“Nothing fancy here—just chips, cheap beer, and whatever pizza we could scrape together cash for.”
Q4. What does LD look like? How old? Male or female? What do they do for a living? What kind of a person are they? How are they dressed?
LD looks like a sensible guy around 25 years old. He probably works a practical job like retail or a trade, or he's a student watching his budget. He is dressed very simply in a plain hoodie, worn-in jeans, and sneakers. He is a straightforward, no-nonsense person who doesn't feel the need to show off.
“LD is just a regular, no-nonsense guy in a hoodie who doesn't care about flashing cash he doesn't have.”
Q5. Do they introduce themselves or wait to be asked?
LD doesn't try to be the center of attention or push his way into conversations. He waits to be asked or just naturally joins in when someone brings up a practical topic. He is low-key and doesn't feel the need to make a big entrance.
“He's not going to shout his name at you; he'll just nod and join the conversation when it makes sense.”
Q6. Who do they choose to talk to? Who do they avoid?
LD chooses to talk to Canadian Classics and the new brand, Ci, because they all understand the value of a dollar and keep things realistic. He avoids Belmont, feeling like they are a bit too high-maintenance, expensive, and trying too hard to look premium.
“LD hangs out with Canadian Classics and Ci because they speak the same language. He steers clear of Belmont's expensive crowd.”
Q1. What kind of party is it? Where is the party?
I picture this as a highly curated, minimalist loft party in an industrial art district. The lighting is low and warm, there is vinyl playing in the background, and everything from the furniture to the glassware has a very specific, clean design aesthetic. It feels exclusive, like an after-party for an indie gallery opening.
“It has to feel like an after-party for an art opening—very minimalist, warm lighting, and totally curated.”
Q2. What brands are at this party?
Belmont and Camel are definitely the hosts or the VIP guests standing near the mid-century modern furniture, looking effortless and chic. Some other mainstream brands are floating around the kitchen, and then you have budget brands like Ci and LD who feel like they snuck in through the fire escape and are hanging out in the corner looking a bit out of place.
“Belmont and Camel are holding court by the designer furniture, while the budget brands look like they snuck in.”
Q3. What are they eating? What are they drinking?
People are sipping on natural orange wines, artisanal gin and tonics with fresh botanicals, or maybe high-end espresso. The food isn't heavy—it's minimal but beautifully presented, like a charcuterie board with imported cheeses, fresh figs, and sourdough. There are definitely no cheap beers or basic snacks here.
“We're talking natural orange wines and beautifully styled charcuterie, not cheap beer.”
Q4. What does LD look like? How old? Male or female? What do they do for a living? What kind of a person are they? How are they dressed?
LD looks like a 45-year-old male construction foreman or utility worker. He is wearing faded, basic bootcut jeans, a plain grey t-shirt with zero design thought behind it, and scuffed work boots. He is practical, totally unpretentious, and completely lacks any curated aesthetic. He's just there to unwind after a long shift, not to make a fashion statement.
“LD is like a guy in scuffed work boots and a plain grey tee—completely practical, but zero design sense.”
Q5. Do they introduce themselves or wait to be asked?
LD definitely waits to be asked. He isn't the type to network, show off a portfolio, or try to climb the social ladder. He's perfectly content standing near the bar with a simple drink, waiting for someone to strike up a casual, no-nonsense conversation rather than inserting himself into groups.
“He's not going to introduce himself; he'll just hang back by the drinks and wait for a casual chat.”
Q6. Who do they choose to talk to? Who do they avoid?
LD chooses to talk to other practical, budget-friendly brands like Ci because they share a no-nonsense, value-focused mindset. He actively avoids Belmont and Camel, finding them way too pretentious, high-maintenance, and obsessed with design aesthetics that he doesn't care about.
“LD would stick to talking with Ci and avoid Belmont entirely—they live in completely different worlds.”
Q1. What kind of party is it? Where is the party?
The party is a very casual, budget-friendly backyard get-together or a hangout in a basement apartment. It is definitely not at a fancy club or an expensive bar. It is the kind of place where people bring their own cheap drinks, wear comfortable clothes, and just want to unwind after a long week of work or classes without worrying about how much they are spending.
“It's a backyard BYOB or a basement apartment hangout. No one is dressing up or spending a fortune just to be there.”
Q2. What brands are at this party?
The brands at this party are mostly value-focused options like Next and LD, along with the new budget-friendly brand Ci. There might be a couple of premium brands there too, but they probably look a bit out of place and keep to themselves because this isn't their usual crowd.
“You've got Next and LD there, and maybe that new budget brand, Ci. The expensive brands would probably feel out of place.”
Q3. What are they eating? What are they drinking?
People are eating basic, cheap snacks like store-brand chips and dip, maybe some frozen pizzas that someone threw in the oven. For drinks, it is definitely cheap domestic beer, whatever lager is on sale, or basic soda. There are no expensive craft IPAs, imported wines, or fancy catered food here.
“They're drinking whatever cheap lager is on sale and eating store-brand chips. No one is spending money on craft beers.”
Q4. What does LD look like? How old? Male or female? What do they do for a living? What kind of a person are they? How are they dressed?
LD looks like a guy in his mid-20s, maybe 24 or 25. He works a regular, practical job like retail or a trade, and is completely self-reliant. He is a straightforward, down-to-earth person who doesn't care about social status or showing off. He is dressed very simply in clean but well-worn jeans, a plain t-shirt, and comfortable sneakers.
“LD is a guy in his mid-20s working a regular job, wearing a plain t-shirt and jeans. He's straightforward and doesn't care about showing off.”
Q5. Do they introduce themselves or wait to be asked?
LD is pretty low-key and laid back, so he wouldn't run around trying to introduce himself to everyone to network or show off. He would probably just hang back and wait to be asked, or strike up a quiet, genuine conversation with someone standing nearby in a relaxed way.
“He’d probably just hang back and wait to be asked, or talk quietly with whoever is nearby. He's not trying to work the room.”
Q6. Who do they choose to talk to? Who do they avoid?
LD chooses to talk to other practical, value-oriented brands like Next or the new budget brand Ci, because they share the same down-to-earth mindset and don't care about status. He would actively avoid the premium, high-priced brands who are acting superior or showing off, as he has no interest in pretentiousness.
“He’s going to talk to Next or Ci because they’re down-to-earth. He’d avoid the premium brands who act like they're too good for the room.”
Q1. What kind of party is it? Where is the party?
The party is a warm, low-key gathering hosted in a historic, wood-paneled tavern with deep leather booths and a roaring fireplace. It feels timeless, intimate, and entirely free of flashy, modern pretension, emphasizing classic comfort and quiet conversation.
“I picture a gathering in a historic, wood-paneled tavern—somewhere with character and deep roots, far away from flashy, modern clubs.”
Q2. What brands are at this party?
The established, premium Canadian heritage brands like Player's and Export A are the central figures hosting the evening. Budget-friendly options like LD and the new brand, Ci, are also present, though they tend to cluster in the background rather than leading the room.
“The classic heritage brands like Player's and Export A are the anchor hosts, while value brands like LD and Ci hover near the bar.”
Q3. What are they eating? What are they drinking?
Guests are drinking classic, robust options like aged rye whisky neat and dark craft ales. The food is simple but high-quality and traditional—think a well-curated charcuterie board with sharp cheeses and cured meats, avoiding anything overly processed or cheap.
“They are drinking classic rye whisky and dark ales, eating simple but high-quality charcuterie rather than cheap, processed snacks.”
Q4. What does LD look like? How old? Male or female? What do they do for a living? What kind of a person are they? How are they dressed?
LD is personified as a practical, unassuming man in his late 30s who works a steady, blue-collar job like logistics or transit. He is dressed in basic, functional clothing—faded denim and a plain grey t-shirt. He is sensible and down-to-earth, though completely lacking in classic refinement or artistic flair.
“LD is a practical, no-nonsense guy in his late 30s working a blue-collar job, dressed in basic jeans and a plain t-shirt.”
Q5. Do they introduce themselves or wait to be asked?
LD is not one to command attention or make a grand entrance. He would quietly wait to be introduced or simply blend into an existing conversation near the bar, preferring to remain unnoticed rather than trying to impress anyone.
“He wouldn't try to command the room; he’d quietly wait to be spoken to or just blend into the background.”
Q6. Who do they choose to talk to? Who do they avoid?
LD naturally chooses to talk to other budget-friendly, straightforward brands like Pall Mall or the new Ci, sharing practical conversation. He actively avoids premium heritage brands like Export A and Player's, finding their robust, traditional focus and premium status a bit too high-brow and out of his comfort zone.
“LD would chat with practical peers like Pall Mall or Ci, while actively avoiding the premium heritage brands like Export A.”
Q1. What kind of party is it? Where is the party?
I imagine it as a quiet, somewhat bohemian gathering in a cozy, dimly lit apartment filled with books and soft jazz. It is not a loud, chaotic party, but rather an intimate salon where people can actually hear each other speak and share reflective moments.
“It feels like a quiet salon in an old apartment, the kind of place where you can have a real conversation over soft music.”
Q2. What brands are at this party?
Naturally, Vogue and Matinée are there, sitting gracefully near the window. Ci is there too, standing by the kitchen looking practical and budget-conscious, alongside LD who represents a more functional, everyday crowd.
“You have Vogue and Matinée sharing a quiet corner, while practical brands like Ci and LD mingle near the kitchen.”
Q3. What are they eating? What are they drinking?
They are drinking light white wine, perhaps some Earl Grey tea for those who prefer something warmer, and eating simple, elegant things like olives, grapes, and delicate crackers rather than anything heavy or greasy.
“We would have light white wine and simple, delicate finger foods—nothing too heavy or overwhelming.”
Q4. What does LD look like? How old? Male or female? What do they do for a living? What kind of a person are they? How are they dressed?
LD is a practical, no-nonsense man in his late 30s. He works in a hands-on trade or maybe construction. He is down-to-earth, wears a simple denim jacket and durable boots, and does not feel the need to impress anyone with flashy labels.
“LD is a straightforward guy in a denim jacket, probably working a trade, who values utility over pretense.”
Q5. Do they introduce themselves or wait to be asked?
LD does not try to command the room. He waits to be asked, standing comfortably by the counter, but if you speak to him, he answers honestly and directly without any social posturing.
“He would not force himself into a conversation; he would just stand comfortably and wait for an honest introduction.”
Q6. Who do they choose to talk to? Who do they avoid?
He chooses to talk to other straightforward, budget-friendly brands like Ci, or perhaps Matinée for its mild, unpretentious vibe. He avoids Vogue, finding her a bit too high-maintenance and aloof for his simple tastes.
“He would easily chat with Ci or Matinée, but he would probably steer clear of Vogue, finding her a bit too aloof.”
Q1. What kind of party is it? Where is the party?
It is a casual, down-to-earth backyard BBQ or a simple house party in a modest neighborhood. It is the kind of relaxed get-together where people can actually wind down after a long, hard work week without having to dress up or spend a fortune just to get in the door.
“It’s definitely a casual backyard BBQ—the kind of place where you can just kick back after a double shift without worrying about looking fancy.”
Q2. What brands are at this party?
Reliable, mainstream brands like John Player and Pall Mall are holding down the main conversation by the patio. The new budget brand, Ci, is hanging around nearby trying to fit in, while a couple of the high-end premium brands like Belmont or du Maurier are standing off to the side looking slightly out of place and overpriced.
“Pall Mall and John Player are definitely there, keeping things grounded, while some of those overpriced premium brands look a bit lost.”
Q3. What are they eating? What are they drinking?
They are eating standard, satisfying party food like burgers, hot dogs, and potato chips. To drink, there are basic domestic beers, sodas, and maybe some simple punch. Nobody is spending extra money on fancy craft beers or gourmet catering because it is just not necessary for a good time.
“Just regular burgers, chips, and a cold domestic beer. No one's trying to show off with expensive craft drinks.”
Q4. What does LD look like? How old? Male or female? What do they do for a living? What kind of a person are they? How are they dressed?
LD looks like a guy in his late 20s who works a practical trade, like plumbing or carpentry. He is sensible, grounded, and does not care about flashy labels. He is dressed simply but cleanly in sturdy blue jeans and a dark, plain t-shirt—someone who works hard for their money and expects things to just work without any fuss.
“LD is probably a hard-working guy in his late 20s, dressed in a simple t-shirt and jeans, who just wants a reliable break.”
Q5. Do they introduce themselves or wait to be asked?
LD is straightforward and would not play social games. He would not stand awkwardly in the corner waiting for an invitation, nor would he try to make a flashy entrance. He would just walk up to the cooler, grab a drink, and introduce himself to whoever is standing nearby with a simple, friendly nod.
“He'd just walk up to the cooler, grab a beer, and say hello. No games, just straightforward.”
Q6. Who do they choose to talk to? Who do they avoid?
LD would choose to talk to Pall Mall and John Player because they share a similar practical, sensible outlook on life and understand the value of a dollar. He would actively avoid the high-end premium brands who might try to act superior or look down on his straightforward, budget-conscious style.
“He'd hang out with Pall Mall and John Player because they actually understand hard work and value, and steer clear of the snobbish premium brands.”
Q1. What kind of party is it? Where is the party?
If we are talking about LD, this party is a highly casual, budget-conscious backyard get-together or a basic house party. It's located in a modest suburban backyard or a simple basement apartment. There is no dress code, no curated playlist, and certainly no high-end venue. It is entirely functional and low-cost, which is a stark contrast to the sophisticated lounges or upscale condos where I prefer to spend my time.
“It's a very basic backyard gathering—definitely not the kind of polished, high-end environment I look for.”
Q2. What brands are at this party?
You would primarily see other value-tier brands at this party, like Pall Mall and the new budget-friendly brand, Ci. My preferred brands, du Maurier and Benson & Hedges, would feel completely out of place here. If they did show up, they would probably stand near the exit, looking polished and wondering why they accepted the invitation.
“My brands, du Maurier and Benson & Hedges, would look like corporate executives who accidentally walked into a college basement party.”
Q3. What are they eating? What are they drinking?
The catering is minimal and cheap. They are drinking basic, domestic canned beer and maybe some low-cost spirits mixed with soda. The food consists of standard potato chips, cheap dip, and maybe some basic burgers on a cheap grill. There is absolutely no fine wine, imported champagne, or high-quality charcuterie that you would associate with a premium brand event.
“It's strictly canned beer and basic chips—nothing sophisticated or curated.”
Q4. What does LD look like? How old? Male or female? What do they do for a living? What kind of a person are they? How are they dressed?
LD looks like a guy in his late 20s or early 30s. He works a straightforward, practical job—perhaps in retail management or a trade. He is dressed very simply in plain, unbranded jeans and a basic t-shirt. He is a practical, no-nonsense person who doesn't care about luxury or social climbing, which makes him quite different from the polished, professional crowd I associate with.
“LD is just an ordinary, practical guy in plain jeans—he doesn't care about status or making a statement.”
Q5. Do they introduce themselves or wait to be asked?
LD doesn't wait for a formal introduction, but he also doesn't work the room with sophisticated networking. He is direct and casual. He would probably just nod, hand you a beer, and start talking about something mundane like the weather or sports. He lacks the structured, polished social etiquette that you find in professional or academic circles.
“He's direct but casual—he'll just strike up a basic conversation without any of the usual social polish.”
Q6. Who do they choose to talk to? Who do they avoid?
LD chooses to talk to other practical, budget-conscious brands like Pall Mall and Ci. They share the same down-to-earth, functional outlook. He actively avoids brands like du Maurier and Benson & Hedges, likely feeling that they are too pretentious, high-nosed, or formal for his relaxed, low-key style.
“He'd stick with Pall Mall or Ci and avoid the premium brands, probably finding my crowd a bit too formal.”
Q1. What kind of party is it? Where is the party?
It is a very relaxed, casual house party held in a shared student apartment in a neighborhood like Rosemont or the Plateau. There is no pretense, just some indie music playing in the background, and people hanging out in the kitchen or on the back balcony without needing to dress up.
“It’s a chill kitchen party in a Rosemont apartment—very relaxed, no pretense, just good vibes on a budget.”
Q2. What brands are at this party?
You have a mix of sensible, down-to-earth brands there. My regular, Québec Classique, is definitely there representing the local crowd. Vantage is hanging out too, looking balanced and sensible. LD is hosting, and the new budget-friendly brand Ci is there chatting with the other value-conscious guests.
“Québec Classique and Vantage are there, of course, hanging out with LD and the new budget-friendly Ci.”
Q3. What are they eating? What are they drinking?
They are keeping it simple and affordable. We are talking cheap local beers, classic chips with dip, and maybe someone ordered a couple of basic pizzas. Nothing gourmet or expensive, just practical food and drinks that fit a student budget.
“Just cheap local beer and some basic chips and pizza—nothing fancy, just practical stuff that everyone can enjoy.”
Q4. What does LD look like? How old? Male or female? What do they do for a living? What kind of a person are they? How are they dressed?
LD is a guy in his late 20s, around 28. He works a practical, hands-on job like retail management or a trade. He is down-to-earth, reliable, and does not care about flashy labels. He is dressed very simply in straight-cut jeans, a plain dark t-shirt, and worn-in boots.
“LD is a practical guy in his late 20s, wearing simple jeans and a plain tee, who works hard and doesn't waste money on flashy looks.”
Q5. Do they introduce themselves or wait to be asked?
LD does not stand on ceremony or wait around looking awkward, but he also does not make a loud entrance. He will just walk up, give a friendly nod, and introduce himself simply when he grabs a drink in the kitchen. It is very straightforward.
“He just introduces himself simply in the kitchen while grabbing a drink—no big show, just straightforward.”
Q6. Who do they choose to talk to? Who do they avoid?
LD naturally gravitates toward other practical, budget-conscious brands. He would have an easy conversation with Québec Classique about local news, and get along fine with Vantage and the new brand, Ci. He would definitely avoid the flashy, premium international brands who act like they are too good for a basic apartment get-together.
“He’d chat easily with Québec Classique and Ci, but he’d totally ignore those overpriced premium brands who think they're too cool for us.”