If the design brief was to make something unappealing, that does indeed look like a total failure. The restrained typography and muted color give the product a more upmarket look.
What this really called for was the Impact font, Microsoft WordArt, gradients, drop shadows, and maybe some stock photography.
Scandinavian design. But the tin looks completely different from General. I asked a Swede, but I can't remember the different markets those brands are going after.
Half the meme posts on Reddit look exactly like that. I have no doubt anyone who released a product labeled like that would cause Juul to go out of business within weeks.
What this really called for was the Impact font, Microsoft WordArt, gradients, drop shadows, and maybe some stock photography.
[Update: I have answered the call: http://presteign.com/files/skruf.jpg]