FORM FOLLOWS FUNCTION

Designing solutions for smokers around the world.

NASTY is a global brand. We serve users from all walks of life across five continents, each of them looking for solutions that can evolve to fit their ever-changing individual tastes and preferences, lifestyle, and budget. While we may conform to the cardinal rule of form following function, we still see unlimited space for us to explore the limits of design.

So how do we at NASTY approach the question of design?

Blow their minds.​

The marketplace is a chaotic, crowded mess with fierce competition. We’ve learnt that to succeed in all this chaos, you have to build products that stand out. Our primary focus is to create products that function for maximum effectiveness, wrapped in a form and presentation that will blow our customers’ mind.

Simply put, products that look better, sell better. It is crucial for success, and we have a central place for design in our product roadmap. At NASTY, we make sure that product design is thought through at the very beginning to seamlessly incorporate usability, manufacturing, aesthetics, and our long-term business goals.

“We already know what products we will offer five years from now. Nothing we do is by accident.”
Hafizuddin Bujang
Head of Global Product
NO BULLSHIT.
We see product design as a discipline where form and function are fused together. This fusion process involves stripping away everything that is unnecessary. Once all the bullshit is set aside, what is left is something pure and purposeful.
“This is how we are able to deliver above and beyond what’s expected of the customer. We strive to deliver meaning.”
Jimmy Fuzi
Head of Product Design

Meaning has the power to balance branding with one’s sense of self. Meaning incites emotions. And once you can touch a person’s emotions, you’ve got them. This is what draws so many people to NASTY, and why we are universally known in the ENDS industry as a benchmark for product design. After every product launch, the market is littered with copycat products hoping to ride the NASTY wave.

“It’s flattering to see others follow. But we don’t get distracted with looking back, because we’re too busy looking ahead.”
Khairol Amirin
Senior Product Manager
And when it comes to designing flavours for an international audience, coupled with different regulations and standards in each market, the task can sometimes become mind boggling. We deal with this seemingly unsurmountable task by a simple mantra – design local, but think global. The first step is finding a foundation of commonality across all demographics and geographies.
“We know we can’t please every specific individual. Of course we would want to, but it’s not possible on a global scale. In the end, it’s just a matter of finding the perfect balance.”
Hafiq Malek
R&D Manager, NASTY LABS
Design local, but think global.
NASTY is available in over 80 countries worldwide and continues to expand its presence globally. This is not just a matter of our bottom line, but linked to our mission to assist as many smokers as we can to live free of addiction to cigarettes. But as a global brand, a major challenge is designing for internationalization. It is far more complex than just translation of copy or avoiding well-known faux pas.
“We’ve learnt through experience that some design details can get lost in translation in certain markets. So we’ve evolved a global branding language.”
Itzmir Heman
Head of Global Branding & Communications
Design local, but think global.
NASTY is available in over 80 countries worldwide and continues to expand its presence globally. This is not just a matter of our bottom line, but linked to our mission to assist as many smokers as we can to live free of addiction to cigarettes. But as a global brand, a major challenge is designing for internationalization. It is far more complex than just translation of copy or avoiding well-known faux pas.
“We’ve learnt through experience that some design details can get lost in translation in certain markets. So we’ve evolved a global branding language.”
Itzmir Heman
Head of Global Branding & Communications
And when it comes to designing flavours for an international audience, coupled with different regulations and standards in each market, the task can sometimes become mind boggling. We deal with this seemingly unsurmountable task by a simple mantra – design local, but think global. The first step is finding a foundation of commonality across all demographics and geographies.
“We know we can’t please every specific individual. Of course we would want to, but it’s not possible on a global scale. In the end, it’s just a matter of finding the perfect balance.”
Hafiq Malek
R&D Manager, NASTY Labs