The European vapouriser market is saturated with cheap, plastic vapourisers. XVX wanted to leapfrog the competition as a lifestyle brand inspired by the sleek style of London. I worked closely with the founders to build a vision and brand that does exactly that.
Strategy— Reach beyond features and the 'gearhead' mindset of many e-cigarette and vapourising fans, into a more casual market that wants to be seen with something svelte, sleek, and sexy.
Solution— Dangerous angles, underbranding, and a gloss-on-matte materials complete the look. Pops of colour bring out different liquid flavours and a feeling of electricity. To support the brand approach, I came up with the tagline "Digital Smoke", referencing both the technology and a sense of mystery.