Blu eCigs is a nicotine product with a mission to redefine the way people smoke. We joined the Blu marketing team in 2013 to create the brand's first product packaging system and establish a foundation for its future growth. What began as a casual conversation over beers with the founder, Jason Healy, evolved into a comprehensive brand facelift and a pivotal moment for the company.

 

Roles: Brand Identity Development, Packaging Design, Creative Direction, Team Management

Our primary focus was on developing a packaging design that would set Blu apart from its competitors and resonate with consumers. Key contributions included:

 

Packaging Design: Created the first product packaging system for Blu eCigs, focusing on a sleek, modern design that highlighted the brand's innovative approach to smoking alternatives. This included developing the second-generation visual identity for Blu’s main products, centered around the "starter pack" concept featuring menthol, tobacco, and other flavored juice series.

Visual Identity Revamp: Strategized and executed a visual identity update to position Blu as a leader in the electronic cigarette market. This involved designing new packaging, merchandise, and marketing materials that aligned with the brand’s refreshed image.

Campaign Development: Conceptualized and developed two major campaigns, "Rise from the Ashes" and "Take Back Your Freedom," which significantly impacted the tobacco market. These campaigns included a wide range of marketing collateral, from web and TV ads to grassroots events.

Creative Direction and Team Management: After Blu's acquisition by Lorillard Tobacco Company, I was responsible for developing and managing the company's first internal creative team. I provided creative direction and ensured the consistent implementation of the brand's new identity across all internal and external materials.

Collaborations and Media: Worked closely with celebrities Jenny McCarthy and Stephen Dorff, and partnered with Moo Creative to pitch storyboard ideas. This collaborative effort helped Blu eCigs achieve widespread recognition and placement in major retail locations, including gas stations, CVS, and Walmart.

The comprehensive rebranding and packaging efforts led to Blu eCigs' rapid growth and success in the market. The updated visual identity and strategic campaigns positioned Blu as a major player in the electronic cigarette industry, leading to its acquisition by Lorillard Tobacco Company.

The brand’s presence expanded significantly, with products available in numerous major retail locations. My creative direction and team management ensured a cohesive brand identity across all touchpoints, contributing to Blu’s enduring market presence and recognition.

Packaging Design
Visual Identity Development
Campaign Development
Creative Direction
Team Management
Marketing Collateral Design
Web and TV Ad Production
Merchandise Design
Grassroots Event Planning