Premium vape design in a category that had never seen it.
A gas-station product in need of a real brand
In 2010, e-cigarettes were a convenience store product — cheaply packaged, single-use, and designed for impulse rather than considered purchase. The category was growing fast, but the products on the market were treating smokers who genuinely wanted to switch as an afterthought.
The challenge was building something premium enough to justify a higher price point and drive repeat purchase — in a market moving fast, with a regulatory environment visibly tightening around online nicotine sales. Every design decision had to work both commercially and within an increasingly uncertain legal landscape.
A "real" cigarette, done better — built end to end
The entire brand was built around a simple, honest idea: this is a real cigarette, done better. The visual identity drew on the structural confidence of traditional cigarette packaging — familiar enough to land immediately, premium enough to signal something different. The name, the colour system, the packaging weight, all of it designed to feel like a genuine upgrade rather than a novelty product.
I designed and sourced the physical packaging to specification — the rechargeable unit housing and cartridge pack both had to feel satisfying in hand, because in this category the unboxing moment is part of the product experience. Campaign and eCommerce followed the same principle: everything built in-house, consistent from first impression to repeat purchase.
Proved the concept — wound down on our terms
Real E-Cigarette found its market. The brand worked, the product performed, and the eCommerce operation ran cleanly. It demonstrated that a design-led, premium entry could genuinely differentiate in a category that had never tried.
When the FDA's regulatory position on online nicotine sales became clear in 2013, we made the call to wind down ahead of enforcement rather than operate in uncertain legal territory. A market-timing story, not a product failure — the brand did exactly what it was built to do.
The brand was built on a simple idea: a real cigarette, done better. The visual identity deliberately referenced the weight and familiarity of traditional cigarette packaging — structured, confident, adult — while signalling a step up in quality and design intent. Everything from the name to the colour system was designed to feel like a credible alternative rather than a novelty product.
- Full brand identity — naming, logo, color, typography, positioning, and guidelines
- Physical packaging — pack and cartridge system design, supplier sourcing, and production
- Campaign creative — digital, print, and product photography direction
- eCommerce site — product pages, checkout, and front-end development
The packaging was central to the product proposition. I designed the pack system — including the rechargeable unit housing and cartridge pack — and sourced the physical components to match the spec. The packaging needed to communicate quality on a shelf where cheap, flimsy alternatives dominated, and to feel genuinely satisfying to open and use repeatedly.
- Pack and cartridge packaging design
- Supplier sourcing and material specification
- Print production and labelling
As the campaign built momentum, we launched a direct-to-consumer web experience to support online sales. I designed and built the front-end — a clean, brand-consistent retail experience that made product selection and repeat purchase straightforward.
- eCommerce front-end design and development
- Product and checkout experience
- Brand-consistent visual design throughout
Led brand execution across digital and print campaign materials — built to drive awareness and direct-to-consumer sales online. I created the full campaign creative alongside the digital assets, product photography, and print collateral that supported the brand's launch and ongoing promotion.
- Digital and print campaign creative
- Product photography and image editing
- CRM design and management
