FROM STERILE TO SWAGGER
A Bold Brand Transformation
OBJECTIVE
Transform Nicofi into a lifestyle brand, redefining its identity, messaging, and market presence to stand out in the nicotine-on-demand category.
TARGET AUDIENCE
Modern, independent adults seeking a discreet, convenient, and flavorful nicotine experience without smoke or vape.
SCOPE
Brand strategy, naming, brand fundamentals and positioning, visual identity, tonality and messaging, branded content and marketing campaigns, packaging design and production.
A Bold Reinvention of Nicotine-On-Demand
Nicofi had the product, but not the presence. Lacking the edge and visibility needed to compete in the fast-evolving nicotine-on-demand market, the brand felt sterile and forgettable. To break out of obscurity and resonate with modern consumers, they turned to Fisher Design for a bold transformation that would give them a distinct identity and a stronger cultural presence.
After extensive category research and consumer sentiment analysis, we reimagined Nicofi as Rogue—a fearless, unapologetic lifestyle brand built to command attention. By shifting from a pharma-like aesthetic to a bold, culturally relevant identity, we created a disruptive brand that appeals to confident, independent consumers looking for nicotine alternatives on their terms. The result? A category-defining brand that doesn’t just compete—it stands apart as a leader in the modern nicotine space.
Rogue Nicotine
Our Work
The Rogue Nicotine project involved a complete brand transformation to reposition Nicofi as a bold, culturally relevant lifestyle brand in the highly competitive nicotine-on-demand market. Fisher Design conducted in-depth category research and consumer sentiment analysis, redefining brand positioning, messaging, and visual identity to break away from a sterile, pharma-like image. This included a new brand name, logo, packaging design, and marketing strategy, ensuring Rogue stood out with a confident, disruptive identity. By aligning brand storytelling, design, and consumer engagement, we helped Rogue create a strong, recognizable presence that resonates with modern nicotine users, setting it apart as a category leader.