CLIENT
Ciget is a new lifestyle brand on a mission to reduce cigarette waste by making responsible habits effortless. Their first product is a portable ashtray with an integrated electric lighter, the brand aims to speak to smokers in a positive, modern and stigma-free way, inviting them to leave a better mark on their surroundings.
CHALLENGE
The challenge was to create an identity that encourages smokers to behave responsibly without moralising them. It had to feel accessible, friendly and movement-driven, while still being simple enough to scale across packaging, product, campaigns and digital touchpoints.
RESULT
From brand strategy to logo design and visual language, I built the visual brand from the ground up. The concept behind the logo is a modular smile-arrow system that combines removal, positivity and behaviour change in one recognisable mark.
