CHALLENGE
The category was saturated with low-quality, generic competitors. The goal was to create a premium electronic cigarette brand from scratch—while coordinating overseas manufacturing requiring tight coordination to ensure design precision and production quality—to deliver a luxury aesthetic, elevated storytelling, and sophisticated packaging capable of competing on a global stage.
APPROACH
I developed the full brand ecosystem—including the name, positioning, tone, and visual identity—to signal a luxury experience at every touchpoint. I created a complete packaging system with inserts and structural elements, working directly with overseas manufacturers to ensure flawless execution. Marketing assets were built to support launch and sales, including retail displays, trade show graphics, and sales collateral, while executing creative across print, packaging, digital, and environmental design.
OUTCOME
The brand launched as a cohesive, high-end product line that clearly differentiated itself within a saturated category. Its elevated visual system and premium packaging enabled strong placement across retail and DTC channels. The final result was a globally competitive luxury brand with consistent, high-quality execution from production through marketing.
