Shisha Kartel

Shisha Kartel isn’t just a molasses brand. It’s a lifestyle, a crew, a movement. Built on wild, flavor-packed mixes and a gritty underground vibe, Shisha Kartel brings something completely new to the world of shisha - attitude. With the slogan With us or against us, the message is clear. Join the Kartel, and you’re family. Stand on the outside, and you're missing out.

The brief
Create a standout shisha brand for the edgy, flavor-hungry smoker. One that breaks from tradition, speaks the language of youth culture, and introduces a world of original, fruity, twisted molasses blends. The brand needed to feel exclusive but relatable — a tribe defined by taste, confidence, and chaos.

Creative approach
We built an illustrated universe of cartel-inspired characters, each one tied to a unique flavor. Every flavor had a story. Every story had a face. The artwork was gritty and hand-drawn, with bold lines and dark humor. The tone was raw, cinematic, and playful, inspired by street culture, neo-noir, and graphic novel aesthetics. The entire brand world — from flavor names to social content — was designed to feel like you just stepped into an underground empire.

My role
As Senior Art Director, I developed the entire creative foundation for the brand. From the naming system and character direction to the packaging design and campaign visuals, I oversaw every detail to ensure consistency and punch. I collaborated with illustrators and writers to build the flavor personas and visual universe that made Shisha Kartel instantly stand out.

The result
Shisha Kartel launched with a bang. The character-driven branding, bold flavor drops, and immersive art direction created instant hype among younger audiences. It didn’t just look cool — it felt like something you wanted to be part of. And once you're in, you're in for good.