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Project
JUUL Identity Design
Deliverables
Identity
Packaging
Posters
Disciplines
Graphic Design
Layout Design
Media
Digital
Summary
This is an identity re-design of the popular e-cigarette brand JUUL to offer a critical look at a recent public health scandal they were involved in. Their latest marketing campaign was heavily criticized due to the fact that it overtly promoted youth nicotine addiction in America. This adaption of the former visuals greatly exaggerates the association to food products to criticize JUUL's marketing techniques.
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Brief
JUUL was criticised for using marketing techniques that downplays their products’ addictive nature and appeals to young people by using visually attractive campaigns that resembled old tobacco and food products.
Proposal
This project aims to critique Juul’s marketing techniques by exaggerating the association to food products and rich attractive visuals and a messaging that hints towards youth and carefree life styles.
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Color Concept
I designed unique color identities for the JUUL vaporizer and pod flavors by combining the original flavor colors.
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Packaging
The unique visual identities were then applied into packaging for the vaporizer and pods.
Posters
