These days, vaping is regularly in the news. Though much of its press has been negative, one company’s trying to overcome e-cigarettes’ cultural stigma and redefine inhaling. New York-based SPARQ created a series of inhalers, called Vitamin Air, free of “nicotine and harmful chemicals,” according to its website, and, instead, filled with vitamins and herbs users absorb through their lungs.

A product so bold called for stand-out branding, and longtime brand guru Squat New York was up for the challenge. The creative agency, founded by husband and wife duo Shiri and Itamar Kornowski, met with SPARQ’s founders to learn their vision to its core, and built an immersive, moving, and comprehensive brand strategy that would give customers a one-of-a-kind experience and let them create a bond with the product. This included every element of building the brand’s voice, from giving SPARQ’s products their simple yet captivating names to taking risks in their surprising and delightful packaging to directing a powerful video introducing Vitamin Air to the public.