MU:UD

We were entrusted with shaping the visual identity for MU:UD — nicotine pouches available in 8 vibrant flavors. 

Our challenge was to design a product that would shift the perception of an entire category in the European market. Instead of a technical product, as the audience mostly interpreted it, MU:UD needed to position itself as a guide for moments of rest, entertainment, and fun. 

Eye-catching playfulness became the cornerstone of the art direction. To establish a recognizable brand signature, we translated the source of each flavor – fruits and berries – into intuitively recognizable dynamic geometrical patterns with a subtle tribal touch. 

The result became vibrant accessory-like packages that instantly stand out on the shelves. Additionally, the eye-candy color combinations have the potential to improve the consumer’s mood and foster mental relaxation by resembling kaleidoscopic sound visualizations.