JUUL had experienced rapid growth, and with this their brand had evolved organically to meet the businesses’ evolving needs.

JUUL approached us to look at their brand strategically, and work with them to develop a holistic identity and visual language to meet their global requirements.

We developed a bespoke typeface – Dogpatch Sans – informed by the product design, to give them a distinct global voice.

A new library of photography was commissioned with a consistent approach to art direction, focussing on the product as hero. Particular attention was given to flat lay images to allow the simple composition of the different product combinations, across multiple territories.

A simple to implement grid system was developed based on the modular nature of the logotype. This removed the need to specify imperial and / or metric measurements, making the creation of brand assets easier to manage.

A comprehensive guideline was also created for the ongoing management of the brand.