The 'Rethink' Packaging from Build gives cigarette packaging a taste of the debranding craze going on. The London-based graphic design studio literally strips down and rethinks the branding of classic cigarette packs.

'Rethink' Packaging from Build was spurred on as a result of the UK government wanting to sell cigarettes in plain packaging in an attempt to reduce their appeal. The designs are also focused on warning smokers about the possible health hazards of smoking.