Cherry is a fictional rebrand of Esse cigarettes designed to better reflect the attitudes, aspirations, and contradictions of its audience. Moving beyond traditional ideas of femininity and built around the idea of turning contradiction into power, Cherry reframes the cigarette from a product into an accessory, 
a symbol of self-possession. Seductive, provocative, and fashion-led, the identity transforms 
smoking into a statement of image, attitude, and individuality.