Challenge
Nafas emerged as a response to outdated perceptions of smoking cessation—a process often framed as a struggle, defined by deprivation and willpower. The brand sought to redefine quitting smoking as a mindful, empowering, and even aspirational journey—one that elevates mind, body, and lifestyle rather than feeling like a sacrifice.
As the Visual/Product Designer at afkar collective, my challenge was to:
Translate a bold brand strategy into a tangible identity – Crafting a visual and experiential language that embodies sophistication, modernity, and cultural relevance, making quitting smoking feel like an upgrade rather than a loss.
Bridge behaviour and object with intention – Designing an inhaler and supporting assets that reinforce mindfulness, confidence, and elegance—turning each breath into a meaningful step toward freedom.
Identify gaps and opportunities – Strengthening the brand’s positioning by uncovering unmet needs in the smoking cessation space, ensuring NAFAS stood out as a distinctive, desirable alternative.
The goal? To create a holistic brand experience that not only disrupts traditional quitting methods but also resonates emotionally, encouraging users to embrace their journey with pride.
Industry
Consumer Goods
Lifestyle
Retail
Approach
To bring Nafas’ vision to life, I crafted a sophisticated, sensory-driven brand identity that merges heritage with modernity—turning smoking cessation into an elegant ritual of self-renewal.
1. Defining the Visual Language
Logotype & Logomark: Designed a sleek, timeless wordmark paired with a symbolic motif that reflects breath, fluidity, and transformation—subtly nodding to the inhaler’s function while evoking premium craftsmanship.
Typography & Color Palette: Established typography guidelines that balance serif sophistication(for heritage and trust) with clean, modern sans-serifs (for approachability), complemented by a muted yet rich color scheme to convey warmth and refinement.
Brand Identity System: Developed comprehensive guidelines to ensure consistency across touchpoints, from packaging to digital, reinforcing Nafas’ elevated, wellness-centric ethos.
2. Bridging Strategy with Sensory Experience
Rooted in the brand’s core philosophy—"replacing smoking with a sensory-driven ritual"—I designed tactile, aspirational mockups for the inhaler and collateral, blending:
Cultural Inspiration: Patterns and textures that evoke artistry and tradition, tying the act of quitting to a broader narrative of self-care.
Minimalist Luxury: Uncluttered layouts and premium material finishes to position Nafas as a stylish lifestyle upgrade, not just a cessation tool.
3. Tone of Voice & Emotional Resonance
Extracted from the brand strategy, I refined a tonal balance of confidence and warmth—messaging that empowers without judgment, framing quitting as a conscious, celebratory choice. The visual identity mirrors this through serene yet dynamic compositions, avoiding clinical or punitive aesthetics.
By aligning every design decision with Nafas’ pillars of elegance, mindfulness, and craftsmanship, the system doesn’t just serve function—it elevates behavior change into a ritual of self-discovery.
