CHALLENGE
At the height of the electronic cigarette boom, Maverik—a major fuel and food chain—wanted to introduce a proprietary e-cigarette brand for its loyal customer base. The new product needed to feel authentic to Maverik’s identity, align with their existing BonFire food brand, and stand out in a fast-moving, crowded category.
APPROACH
I developed Campfire, a brand that extended Maverik’s outdoors-inspired DNA into the e-cigarette space. This included visual identity, packaging design, and retail-ready graphics that echoed the warmth, ruggedness, and familiarity of the Maverik experience while remaining modern and shelf-forward.
OUTCOME
The result was a cohesive private-label brand that felt native to Maverik’s ecosystem, strengthened customer loyalty, and enabled the company to successfully enter the category with a product that resonated both visually and emotionally with its audience.
