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VAMPIRE VAPE
PACKAGING SOLUTIONS
THE BRIEF
AFTER CREATING A POSITIVE SOLUTION FOR THE REBRAND OF VAMPIRE VAPE, OUR NEXT PROBLEM TO SOLVE WAS STILL A BIG ONE. THE PACKAGING DESIGN OF THEIR KEY PRODUCTS WAS OUTDATED, SIMILAR, & NOT SOMETHING THAT WAS STANDING OUT ON SHELVES. A LACK OF INNER BOXES ON ANY UK PRODUCT MEANT THE PRESENCE OF THE PRODUCT ON SHELF WAS MINIMAL, WITH COMPETITORS STANDING OUT TO THE EYE OF THE CUSTOMER. THIS LED TO A DECLINE OF SALES, LESS BRAND RECOGNITION WITH CONSUMERS & OTHER BRANDS TAKING MARKET SHARE. THIS BRAND NEEDED A NEW APPEAL, & AN OPPORTUNITY FOR CONSUMERS TO FALL IN LOVE WITH VAMPIRE VAPE ONCE AGAIN. THE FLAVOURS & QUALITY OF PRODUCT WAS THERE, WITH BEING AN ACCREDITED MEMBER OF 'MADE IN BRITAIN' A KEY SELLING POINT FOR THE BRAND. HOWEVER, THE EXCITEMENT & OVERALL FEEL AROUND THE PRODUCTS WEREN'T.
THERE WERE TWO PROJECTS THAT REQUIRED SOLUTIONS. THE FIRST BEING FOR 10ML FREEBASE, THE STANDARD E-LIQUID PRODUCT WHICH IS WELL USED GLOBALLY. AS WELL AS THIS, A NEW RANGE WAS PROPOSED IN THE FORM OF 'VAMPIRE VAPE XTREME'. THIS IS A NEW TAKE ON THE EXISTING 10ML NIC SALTS RANGE, PROPOSING STRONGER FLAVOURS TO GIVE MORE CONCENTRATED OPTIONS IN THE MOST POPULAR FLAVOURS IN THE UK & ABROAD. THERE NEEDS TO BE CONTRAST BETWEEN THE DESIGNS, TO SHOW DIFFERENTIATION IN RANGES. IT ALSO NEEDS TO STAND OUT ON SHELF & BE EASY TO SHOP FROM ACROSS THE COUNTER. CUSTOMERS NEED TO GO INTO A SHOP & EASILY UNDERSTAND WHAT THEY ARE BUYING, MAKING IT A SEAMLESS & STRESS-FREE PROCESS.
THE EXISTING DESIGN
10ML FREEBASE
PURPLE CAP, BLENDS WITH BACKGROUND & DOESN'T GIVE ANY SENSE OF CONTRAST TO ALLOW THE BOTTLE TO STAND OUT.
PURPLE CLOUDS BACKGROUND, INTERESTING DESIGN BUT USED ON EVERY PIECE OF PACKAGING. WITH OVER 700 SKU'S, THIS CREATES CONFUSION FOR THE CUSTOMER WHEN SHOPPING FOR PRODUCTS.
GLOSSY FINISH ON THE LABEL, CREATES A PLEASANT EFFECT WHEN HIT WITH LIGHT.
10ML NIC SALTS
SPOT UV EFFECT CREATING A SHIMMER FINISH ON THE LABEL, CREATES CONTRAST TO FREEBASE BUT STILL HAS MANY SKU'S LOOKING THE SAME IN THIS COLLECTION.
PURPLE CAP, TIES IN WITH THE NIC SALTS LOGO ON THE LABEL. GIVES CONSISTENCY THROUGHOUT PACKAGING, MATCHING WITH THE FREEBASE BOTTLE.
FLAVOUR NAME VERY CLOSE TO THE LOGO, MAKING THE SPACE CONGESTED & HARD TO READ.
CHOSEN BRANDING
CHOSEN DESIGNS
VISUALISATION
10ML FREEBASE
BRAND RECOGNITION WITH THE CUSTOMERS WAS KEY, SO NOT DIVERTING TOO FAR AWAY FROM THE ORIGINAL PACKAGING & THE DESIGN THAT HAS BEEN LOVED BY LOCAL SHOPPERS FOR YEARS WAS THE MAIN DESIGN CHOICE. DUE TO THIS BEING THE MOST COMMON PRODUCT WHICH HAS BEEN BOUGHT SINCE THE BRAND ESTABLISHED IN 2012, KEEPING IT RECOGNISABLE WAS KEY FROM A MARKETING PERSPECTIVE. THE CHANGE TO HAVE EACH LABEL & BOX DIFFERENT COLOURS REPRESENTING THE FLAVOUR THEY HOLD, ALLOWS FOR EASE WHEN SHOPPING. THE PROCESS HAS BEEN MADE SIMPLER, BEING ABLE TO GO INTO A SHOP & INSTANTLY TELL WHAT IT IS YOU WANT TO BUY. IN THE PAST, THIS WILL HAVE BEEN A STRUGGLE DUE TO A LACK OF BOX & SMALL BRAND PRESENCE.
XTREME
WITH BRAND RECOGNITION STILL IN MIND, THE BRAND NEW XTREME RANGE GAVE AN OPPORTUNITY TO TRY SOMETHING NEW. DESPITE WANTING TO KEEP THE SAME BACKGROUND, TO KEEP A CONSISTENT & SOPHISTICATED BRAND, THE CONTRAST OF THE PACKAGING WAS CLEAR. DESPITE BEING A DARK COLOUR, BLACK WILL STAND OUT ON SHELF BY LOOKING MODERN, CLEAN & SOPHISTICATED. NO OTHER COMPETITORS WILL HAVE THIS AESTHETIC. THE CONTRAST OF THE FLAVOUR COLOURS TAB ALSO ALLOWS FOR EASY SHOPPING. THE BLACK CREATES A STRONG BASE FOR COLOUR TO THRIVE, WHILST ALSO HAVING A KEY PART TO PLAY IN THE LOOK & FEEL OF THE PRODUCT ITSELF, ESPECIALLY ON SHELF.
AN XTREME MARKETING CAMPAIGN
SKYDIVING - WORLD'S HIGHEST FALLING E-LIQUID
F1 CAR - WORLD'S FAST E-LIQUID
EVEREST- WORLD'S HIGHEST E-LIQUID
store takeovers
homepage advertising banners on key stockists
DUE TO BEING A NEW RANGE, WE HAD TO SPREAD WORD FAST ABOUT THIS NEW LINE. WE BELIEVED IT WOULD BE A REAL SUCCESS, DUE TO POPULAR FLAVOURS BEING RELEASED AT HIGHER STRENGTHS. COUPLE THIS WITH CONTRASTING BUT RECOGNISABLE BRANDING, IT WAS A STRONG PROJECT. HOWEVER, WE NEEDED TO MARKET IT DIFFERENTLY. EXTREME SPORTS GET PEOPLE INTRIGUED DUE TO HOW DANGEROUS THEY ARE, AS THEY GET THE AUDIENCE OFF THEIR SEATS. BY COLLABORATING WITH THESE TYPES OF EVENTS & BEING THE FIRST EVER E-LIQUID IN CERTAIN, EXTREME SCENARIOS, WE BELIEVED THAT THIS WOULD EXCITE AN AUDIENCE. EVEN IF PEOPLE DON'T VAPE, THE THOUGHT OF AN E-LIQUID BOTTLE IN THESE SCENARIOS IS ENOUGH TO GET PEOPLE TALKING. THE EFFECT THIS WOULD HAVE ON SOCIAL MEDIA, DESPITE OUR PITFALLS BECAUSE OF REGULATIONS, WOULD SPREAD THE WORD QUICKLY. THIS IS WHAT WE WANTED TO BE ABLE TO GET THERE BEFORE ANYONE ELSE.
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