Once marketed as a tool to help quit smoking, vapes have morphed into a much more dangerous trend. In recent years, they became the must-have accessory for young Aussies, promoted in underground media as a ‘harmless hobby’, despite its primarily illegal status. But vaping is far from harmless - severe risks include nicotine poisoning, seizures, vomiting and intense anxiety. We needed to get young Australians who saw vaping as a safe and cool habit to dabble in to see vaping as an industry of exploitation, profiting off their health.

Secrecy, censorship, and misinformation had led to a vaping epidemic, and allowed big tobacco to tighten its grip on a generation of young Australians. Revealing the truth is what inspired UNCLOUD’s look and feel. The UNCLOUD brand and its design system are inspired by big tobacco itself. The redacted art direction mirrors insidious redacted legal documents between big tobacco and law officials. The information they wanted no one to see. We worked closely with young Aussies impacted by vaping to design hard-hitting warning labels, in the style of iconic anti-cigarette packaging, empowering them to share their stories with peers.