The design challenge behind Theory Cigarettes was fairly straight-forward: creating intriguing design for a cigarette company. Based on medical evidence, cigarette smoking is one of the unhealthiest habits possible, and hence, the cigarette business has been subsequently demonized by the U.S. government as well as the general populous. The ultimate goal of this project was to create a successful and well-designed brand even despite the negative connotations that come with the product.

Theory Cigarettes aim to come across as a sophisticated brand and shed some of the “trashy” associations that come with ubiquitous brands such as Marlboro or Pall Mall. The brand style of Theory is based around famous innovators and theorists. This adds sophistication to the brand, while also attracting a more conscious demographic.

The brand style of Theory includes a monochromatic palette with vibrant accent colors which allows the consumer to instantly tell each pack apart. Each pack is styled around a different theorist and includes an insert with information and famous theories by the figure.
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