Introducing SWIC, a heated tobacco platform which creates a truly satisfying, smoke-free alternative to cigarettes.
Altria is committed to a smoke free future and by putting the adult cigarette smoker at the centre of the design process, we believe we can more effectively and equitably transition smokers to better alternatives.
From the outset, our design team worked in close collaboration with engineers and consumers to ensure the optimum product experience. The design vision was founded on in-depth consumer research, which showed that users preferred the simplicity of an uninterrupted session, pared back UX and ultimate in-hand comfort to allow them to reach mindful flow state during use. This direction inspired an organic pebble-like form factor, with a smoothly integrated small screen and a tactile soft-touch CMF.
A quiet UX, uses gentle haptics to alert the user only when absolutely required, ensuring a distraction free session. A flip top spring-loaded lid produces a distinctive click on opening and closing, offering mechanical and auditory feedback, intuitively referencing traditional cigarette lighters. This tactile, one-handed flick and click operation leverages resistance and motion to create a familiar and satisfying product interaction.
Lasting for up to 14 sessions, and with a charge time of a few minutes for a single usage, or around an hour to fully charge, SWIC has a convenient pocket friendly shape and can be comfortably used all day without recharging. Working with innovative aluminium KETLE capsules, the device rapidly heats the tobacco to a precise temperature, releasing nicotine and natural flavour for a superior sensory experience without sticks, smoke, ash, or lingering odour.
To maintain hygiene, the mouthpiece can be easily popped out and rinsed or replaced, and, unlike other heated tobacco products, SWIC requires no special tools or disassembly for device cleaning.
Being the first of a new family of heated tobacco products, it was imperative to create a confident design language to form a solid foundation for future product design. The pebble formfactor was chosen for it’s uniqueness, usability and great fit with the novel product concept. Departing from typical box and stick formfactors of other tobacco devices, the pebble shape was validated in trials amongst hundreds of consumers. The organic form is pierced by repeated instances of the capsule shape, homage to the iconic shape of the novel capsule within.
SWIC represents a bold step forward in Altria’s commitment to a smoke free future that prioritises user experience, design excellence and the potential for harm reduction.
Category:ElectronicsAward Year:2025Designers:Ryan McGinley, Nicola Westgarth-Flynn, Taylor Brodie, PA Consulting Ltd, Royston,United Kingdom and Eric Hawes, Krista Rapatski, Zack Blackmon, and Gigi Jordan, Altria Client Services Inc., Richmond, Virginia, USA Manufacturer:Altria Client Services Inc., Richmond, Virginia, USA
