JUUL 2
Rise above the pack
The Problem
The all new JUUL 2 had a lot going on in the device, but its a challenge to explain a feature packed product as well as make an emotional connection. .
The solution
We all feel the need for more, to improve, to seek change - to rise above.
"Rise above the pack" encouraged those on the fence to rise above the pack of cigarettes in their pocket but also highlights the impressive technological feats that allow JUUL2 to rise above the competition.
Visually we looked to the skies. The positive feeling of each sunrise, the rich emotion of a sunset, the call of destinations unexplored. Anchored by clean skies and a neat white border, the design system retains the cut-through and coloration of the core JUUL brand but allows more expressive packaging colorways to still stand out.
