DCC aimed to develop a new product: a tobacco free cigarette based on herbs that contains no tobacco and nicotine. The brief required to create a pack that can be related to the need for the individual expression of choice. The naming of the product as "sensibles" spells out the difference. We interpreted "you" as friendly, via its lettering form, rather than preaching a better way; as a statement of style and individuality. Category cues and traditional cigarette graphics are thus abandoned purposefully.
