Nixit
Packaging Family and Brand Identity
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Nicotine replacement therapy is clinically proven to increase the chances of quitting smoking, making it 50–70% more effective than quitting without it.
Let’s Nixit. For good.
Could a design-driven approach make nicotine replacement therapy more effective by crafting products to be more engaging, easier to understand, and more encouraging for users to complete the quitting process? Nixit reimagines nicotine cessation product packaging and branding to make quitting using nicotine replacement therapy (NRT) feel less intimidating and sanitized. By using thoughtful design and educational materials, Nixit shifts the narrative around nicotine replacement therapy—making it just as bold and accessible as the products that fuel addiction. If tobacco and vape brands use compelling packaging to attract users, why shouldn’t cessation products do the same to help them quit?
Based on research findings, it was important to design a wide range of NRT methods in order to both give the consumer options and to highlight the various forms that the therapy can come in. The Nixit brand provides NRT in the form of nasal spray, patch kit, gum, pouches, and lozenges. Each product correlates with its own icon, creating a system of marks that can be used throughout the brand to easily refer to and identify the different products. The icons are simplified marks inspired by the rough shapes and energy of each NRT method.
Part of defining the Nixit brand meant creating a logo that felt confident, approachable, and distinctly different from traditional cessation branding. I felt it was important to commit to a hand done wordmark in order to make the clear distinction. The early stages of the logo development explored a range of ideas: from literal symbols of quitting and healing, to abstract forms representing progress and momentum. The goal was for Nixit to be just as bold and recognizable as brands like Marlboro, American Spirit, and Camel.
Ultimately, I landed on a clean, bold wordmark that feels punchy and accessible. The slight curve in the letterforms suggests forward movement, while the compact structure keeps it feeling strong and steady.
Nixit needed an alternate mark that could also be used throughout responsive applications, The mark includes that health care cross motif as well as it rotated to create an X symbolizing the choice to cut smoking out of your life.
In designing the packaging and managing the complexity of extensive copy and critical information, it became essential to establish a flexible design system grounded in a series of structured rules and frameworks. On the front panels of each Nixit product’s packaging, a system of tables and a wide range of type sizes establishes a clear typographic hierarchy for ease of use and navigation. On the back panel of each product, you will find a similar but more open table system to give consumers “visual room to breathe” among a panel with lots of content. As mentioned before, each box has its corresponding icon somewhere on the packaging.
To expand the impact of Nixit beyond the individual products, I developed a Quit Kit — a curated box that provides motivational support and additional branded materials to reinforce the quitting journey.
The Quit Kit is designed to work in multiple ways:
First, as a motivational tool for users themselves.
It creates a sense of excitement and pride around the decision to quit. The inclusion of supportive items like a water bottle, tracking journal, stickers, branded t-shirt, and two forms of NRT builds a full quitting experience, something the user can interact with daily, reminding them of their progress and commitment.
Second, as a platform for PR and community engagement.
The kit provides a natural, authentic way to collaborate with brand ambassadors or social media influencers who align with Nixit’s values — not by glamorizing addiction recovery, but by normalizing and celebrating the quitting process.
For example, I created a mock partnership concept with Ivy Elizabeth, an artist and advocate for harm reduction, to show how Nixit could authentically partner with individuals whose stories and values align with the mission of the brand.
Nicotine replacement therapy is often tucked away behind counters or lost among sterile, uninspiring shelves, which reinforces the stigma and makes it harder for users to engage confidently with these products.
By designing a dedicated end cap, I aimed to create a retail experience that feels visible, approachable, and affirming.
The goal was to elevate Nixit from a generic medical product to a brand users could actually feel proud to pick up, treating it more like a wellness tool than a clinical necessity.
The end cap also provides an opportunity to visually reinforce the brand system, educate consumers on the quitting process, and allow for product comparison across different NRT methods. It creates a clear, bold moment of choice in an otherwise disjointed retail space.
Ultimately, the retail display helps position Nixit as a supportive, empowering brand that meets users at eye level — both literally and emotionally.
Project photography by Kaitlyn Schnorbus
@ Tyler School of Art and Architecture
Instruction by and thanks to Mia Culbertson