Füm is an all-natural, non-electronic wooden essential oil inhaler that doesn't vaporize or change the state of the essential oils when you inhale. I was hired to bring Füm’s recent Brand Strategy work to life. Visually I recommended they keep one foot in the health and wellness industry, and with the other foot start to move towards something with an urban appeal. A big part of their strategy was to help people transition out of smoking and vaping and into Füming. Just as vape companies unfortunately made vaping “cool”, we needed to put this product on the map with a younger generation. Throughout this visual approach, I found ways to communicate themes of progression and transition. I wanted to inspire people to think about a future state where they would be free from addiction. Imagery and visual tonality needed to inspire it's audience and promote the evolution from bad habits to healthy habits. This brand direction helped to inspire their marketing mix moving forward.