Over here in the UK, the powers that be are seriously considering new legislation to control the packaging design of cigarettes—a move intended to subvert the alluring brands of tobacco giants and make smoking less attractive.

Featured in ICON magazine earlier this month, London-based consultancy Build created these satirical yet serious visualisations of how a packet of 20’s might look should the branding be stripped away. Looking like something out of Orwellian fiction, Build’s austere redesign, entitled “Rethink”, also offers up some interesting alternatives to the platitudinous “Smoking Kills” warnings; giving smokers some serious insights into how much time each pack smoked will rob them of, and making a feature of the terrifyingly long list of ingredients that go into each pack.