Stand out in a category where every pack looks like a health warning.
Warning-label language is everywhere, and nobody reads it any more.
Soft cloud-and-meadow visuals with loud, tongue-in-cheek copy.
One cloud-blue system across the device, three functional ranges, packaging, posters and social.
A palm-sized device dressed like a toy — soft gradients, a chunky dial and the wordmark wrapped around it.
