is a
nicotine gum
packaging project for cigarette addicts that want to quit the habit. The catch is that the product has a
1950s James Dean
aesthetic to prevent addicts from leaving their rebellious lifestyles behind.
The client is a company that wants to design a product that will help a rebellious target audience switch to Nicotine gum as opposed to cigarettes which tend to cause long term health issues like cancer. The target audience are blue-collar workers, who use smoking as a social or de-stressing outlet and are more resistant to conventions in society (white-collar brands for example), therefore being more rebellious. The brand is based on the origin and birth of teenage rebellion. The 1950s were a pivotal decade in history where Hollywood began to promote and empathise with the angst of the teenager and the outlaw which made this idea more commonplace in a strict society. Iconic men such as James Dean and Marlon Brando were the catalysts of this newfound rebellion in the youth of the 1950s. Not only is this concept familiar and appealing to the target audience, it additionally evokes nostalgia for those that have been smoking cigarettes, influenced by this period, since their teens (1970s-90s).
• Late Gen X & Early Baby Boomers.
• They have health concerns.
• Blue Collar Workers.
• Use and rely on smoking as a social/stress outlet.
• Rebels that dislike corporate brands.
• Grew up when cigarette health concerns were more ambigious.
