NOT LIT is a satirical, purpose-driven cigarette alternative designed to flip the narrative on smoking. Inspired by a quote from The Fault in Our Stars, the brand turns the harmful symbol of a cigarette into a metaphor for empowerment—nicotine-free, tobacco-free, and toxin-free. With bold typography, clean design, and playful fruit flavors, NOT LIT gives users something to hold, taste, and talk about—without the danger. It's a design-first approach to prevention, awareness, and choice.