CASE STUDY
Antipoliticas
Redefining the Cigar Experience for Nonconformists.
How do you take a fourth-generation, family-owned cigar brand and reintroduce it to a fresh, untapped audience?
That was the challenge presented to The MisFits when Marine Corps Veteran turned Entrepreneur Gabriella (Gaby) Riffle-Gonzalez, came knocking on our door.
For us, the answer was clear—simple, but far from easy.
Find an unmet need in the market, create a category of one, and sprinkle a little badass branding on top to make it pop.
When Gaby approached us, she had a rough idea for a brand and a few AI-generated mock-ups of a Latina Rosie the Riveter. As a veteran, she wanted to pay tribute to other female veterans in an authentic, non-gimmicky way. She also wanted to build an inclusive brand that honored her identity as a member of the LGBTQ community—but without alienating anyone
How it started…
Her initial name idea was “La Cubana Americana.” We didn’t hate it, but we knew we had to dig deeper. Before we slapped a name on this thing, we needed to go through our tried-and-true process: Category Design.
The Problem:
Modern cigar culture isn’t exactly inclusive. If you’ve ever stepped foot in a cigar shop, you know it can feel like a “good old boys' club”—not exactly welcoming, especially if you’re a MisFit. There's an unspoken expectation that you already know the ropes: how to smoke, what to buy, how to act. But what if you’re new to the scene? What if you don't fit the mold?
So, we asked ourselves: Can we create a cigar brand that feels inclusive, challenges the status quo, and still tastes damn good?
The Solution:
After hitting up cigar shops across NYC and beyond, we noticed a trend: most women were smoking cigarillos—small, short smokes. Given Gaby’s vision for a female-led brand, we saw an opportunity to position her product between a cigarillo and a traditional cigar.
We decided to create a new category: "Premium Pocket Cigars for the Nonconformists."
How it ‘s Going…
Visually, we imagined something bold—think “Grand Theft Auto: Vice City” meets “Miami Vice.” Given Gaby's Cuban and Miami roots, this felt authentic and rebellious. With this fresh perspective, “La Cubana Americana” just didn’t fit the mold anymore.
It was an election year, and the world felt divided. So we challenged Gaby to dig into her Latin heritage for a name that captured the essence of what we were building. That’s when she hit us with "Antipolíticas"—a name that literally means “antipolitics,” a nod to stepping outside the mainstream.
The Problem:
Modern cigar culture isn’t exactly inclusive. If you’ve ever stepped foot in a cigar shop, you know it can feel like a “good old boys' club”—not exactly welcoming, especially if you’re a MisFit. There's an unspoken expectation that you already know the ropes: how to smoke, what to buy, how to act. But what if you’re new to the scene? What if you don't fit the mold?
So, we asked ourselves: Can we create a cigar brand that feels inclusive, challenges the status quo, and still tastes damn good?
The Solution:
After hitting up cigar shops across NYC and beyond, we noticed a trend: most women were smoking cigarillos—small, short smokes. Given Gaby’s vision for a female-led brand, we saw an opportunity to position her product between a cigarillo and a traditional cigar.
We decided to create a new category: "Premium Pocket Cigars for the Nonconformists."
Building the Brand:
With the new name in place, MisFits Co-Founder and Head of Design, Drew O’Brien, took the reins. Multiple sketches, iterations, and cups of coffee later, we had our brand: A logo, icon, and packaging that screamed rebellion yet felt accessible.
The Launch:
With the brand identity set, we built an e-commerce website on Shopify. We had to get creative since Shopify doesn’t allow tobacco sales, so we found an alternative point-of-sale system to handle transactions. We also crafted the launch pack, “The OG Collection,” featuring four unique Antipolíticas cigars:
Bichota | Bichote: Boxed Pressed Robusto
A nod to leaders and those who wield influence with confidence and swagger.
Harley Quinn: Cigarillo
For the wildly charismatic, unpredictable spirits who break all the rules.Princess Peach: Corona
For those who play nice but still pack a punch.
We put together a sizzle reel and a series of high-impact visuals to support the launch.
The Result:
Now, with her brand and website live, Gaby is ready to introduce the world to Antipolíticas:
Premium: High-quality cigars grown from Cuban seed, sown in Nicaraguan soil, and hand-crafted in Gaby’s family factory in Estelí, Nicaragua.
Pocket Cigars: A rich, satisfying smoke without the 90-minute commitment.
For the Nonconformists: For those who don’t fit inside the box. When everyone goes left, we go right.
Antipolíticas isn’t just a cigar; it’s a statement. A small, defiant spark in a world that often feels too rigid, too predictable. And that’s precisely how we like it.
READY FOR US TO UNFUCK YOUR BRAND?