In 2010, e-cigarettes were a gas station product — cheaply packaged, single-use, and designed for convenience rather than considered purchase. We saw a gap: smokers who were genuinely trying to switch deserved something that felt like an upgrade, not a compromise.
Real E-Cigarette was launched under AvantGarde Brands to bring a premium, design-led product to a market that had none. Rechargeable packs, included cartridges, and packaging that carried the weight and feel of a real cigarette pack — but built for repeat purchase and brand loyalty.
The e-cigarette category in 2010–2012 was at an early inflection point — fast-growing, largely unregulated, and ripe for a brand that took the product seriously. The challenge was creating something premium enough to justify a higher price point and encourage repeat purchase, while navigating a regulatory environment that was visibly tightening around nicotine products online.
- AvantGarde Brands Company
- Co-Founder Role
- 2010 – 2013 Operating Window
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 and visual guidelines
- Positioning and naming
- Tone of voice aligned to a design-conscious adult buyer
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
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
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
