After observing the challenges many people face when trying to give up something, ASHA invented, created and designed The Big Cold Turkey. As a motivational tool to aid abstinence, The Big Cold Turkey uses a unique reward system to help people give up their ‘habit’ of choice – such as chocolate, nail-biting, alcohol or smoking.

Exploring the emotions associated with breaking a habit, ASHA identified the product positioning. ‘Only the Brave’ reflects this positioning and provides a generative idea for the brand identity. ASHA brought the turkey illustration to life by developing a tattoo art influenced look. Mimicking a cigarette pack in design, the pack evokes the glamorous and gritty image historically associated with cigarette marketing.

The brand strategy directed the pack contents, tone of voice, point of sale items, website content and structure, along with merchandising ideas. Strong diagrammatic line drawings communicate information and support the traditional, retro feel.