Erik Askin wanted to see if he could discourage the use of a harmful product through its product packaging design and went straight to cigarettes as the control product. With its relatively slim and rectangle shaped box design, cigarettes are able to be carried almost anywhere by smokers. Erik’s aim here was to design the box for cigarettes in such a way that it not only becomes inconvenient to carry but also hard to advertise brand name on store shelves. Here’s his explanation of the process.