Truffl transforms tobacco-free nicotine with its Sesh+ rebrand — The Brand Identity – Home of the Greatest in Graphic & Brand Design

In a category dominated by big tobacco subsidiaries trading in loud, aggressive branding and juvenile messaging, Sesh+ recognised something fundamental: adults switching from smoking should be treated like adults. The fastest-growing independent brand in the pouch market approached LA and New York-based agency Truffl at a pivotal moment. Their major competitor, Zyn, was facing product shortages, creating a race for market share, and Sesh+ had invested heavily in developing superior flavour, mouthfeel and longevity through a patented delivery mechanism. Their product was sophisticated – superior nicotine release through natural hydration rather than forced chemical reactions, MCT oil for a smooth finish, extended satisfaction – but their identity didn’t reflect that refinement.

Truffl saw an opportunity that competitors had missed entirely. Where others shouted with neon colours, aggressive geometry and cluttered packaging, Sesh+ could go in the opposite direction. “What we saw immediately was that the category was filled with loud competitors all fighting for attention in the same way,” explains Raphael Farasat, Founder & Creative Director at Truffl. “That opened a massive opportunity to create something elevated and intelligent in a sea of noise.”

The resulting strategy crystallises around ‘Nicotine. Upgraded.’ This positioning emerged directly from Sesh+’s product philosophy, where every aspect of the user experience had been systematically refined. Their delivery mechanism uses natural hydration through saliva, creating smooth, consistent experience with limited gum burn and no sharp pH spikes. The positioning acknowledges what makes pouches fundamentally different from tobacco: they’re smoke-free, odourless and less stigmatised. But Truffl pushed beyond features to what those features unlock. “When flavour, mouthfeel and longevity are genuinely refined, the product becomes something you can rely on, whether you’re deep in focus during a critical work session, transitioning away from smoking, or simply enjoying a moment of deliberate pleasure,” says Farasat. “It positions Sesh+ as functional support for the moments that matter most, not just another commodity in a crowded category.”

The identity mirrors this philosophy through intentional restraint. The core mark pairs ‘sesh’ with a plus symbol that carries dual meaning: it’s literally ‘plus nicotine’ while signalling upgrade. This symbol becomes the system’s most dynamic asset, animating in motion graphics, framing flavour callouts, creating patterns and anchoring compositions across touchpoints. The typography employs Suisse Int’l, a Swiss grotesque that brings elevated neutrality and confidence without pretension, paired with Basis Mono for technical, systematic quality. Together, they communicate engineered excellence rather than commodity production.

The colour palette assigns each flavour its own deliberate hue. Warm yellows represent Mango, soft periwinkles signal Mint, warm taupes denote Cappuccino, sage greens mark Wintergreen, and crisp whites distinguish Clear. These aren’t garish, attention-grabbing tones – they’re muted and refined, chosen because Sesh+ had developed mature, sophisticated flavours with individual identity. When flavour is a primary value proposition, distinct colours help customers navigate and choose at shelf without visual chaos.

The minimal approach wasn’t just aesthetic preference – it was strategic necessity. “Nicotine products require prominent warning labels that are inherently text-heavy,” Farasat notes. “A maximalist approach would have created chaos. By keeping the system minimal, we gave our product room to breathe in studio photography. We could use macro shots, close-ups and ingredient scenes that communicate flavour and quality.”

The packaging features circular containers with bold, centred branding, the colour field occupying the upper portion while instructional and warning copy sits below in clean hierarchy. White exteriors create neutral, elevated shelf presence. The system is built around fewer elements working harder – disciplined but not rigid, adapting across touchpoints while maintaining consistent sophistication.

The photography draws on Truffl's experience in food and beverage to treat Sesh+ as an object of connoisseurship. Macro ingredient photography captures ice, herbs and citrus in carefully composed scenes that feel sensorial and sophisticated. The muted colour palette required precise art direction to prevent tones from disappearing, so each composition was crafted to let colours shine without overpowering. “We drew on our agency’s deep experience in food and beverage to approach this not as a stigmatised nicotine product but as an object of connoisseurship and taste,” Farasat explains. “The goal was to position Sesh+ as something people choose deliberately, even proudly. A product about pleasure and refreshment, not just habit or necessity.”

The rebrand addresses specific failures in the previous identity: it wasn’t clearly premium at first glance, sat too close to category tropes and lacked coherent point of view about where nicotine is going as the category matures. Josh Metz, Chief Marketing Officer at Sesh+, notes that response has been strongest among “quality culture” demographics – people who care about moving forward, modern rituals and clean quality, who want nicotine to feel like deliberate choice rather than guilty habit. The identity generates “this feels premium” reactions, better comprehension of the brand’s point of view, and stronger affinity from aesthetics-forward customers. It signals that Sesh+ will be around long-term, improving and building relationships with customers.

Backed by celebrity tastemakers ranging from Post Malone and Diplo to the Jonas Brothers, Sesh+ represents a shift in category perception. The brand’s mission centres on modernising nicotine use by providing adults with cleaner, more responsible alternative to smoking and vaping, building a future where nicotine is steady, reliable and tobacco-free. The visual system supports this vision across packaging, retail, digital, influencer partnerships and content, all from one cohesive foundation that can scale with flavour expansions, strength variations, and product innovations while maintaining the same elevated point of view. In a category built on marketing theatre, Sesh+ offers something more valuable: genuine quality expressed through design that respects its audience.