CREATION OF PVRE
After launching our rebrand on T-Juice we have moved our focus to our first in-house hardware offering at Cuts Ice. This meant a new sub-brand with similar design languages to T-Juice but a completely new and younger look. The goal for this brand is give a high quality, environment friendly but affordable solution to help people give up smoking, our tagline greatly represent this:
- Go PVRE, Go smoke free
LOGO
Let’s start with the logo. We explored multiple concepts before deciding on the cleanest, most versatile option—one that allows for creative applications without being restricted by color schemes or additional icons.
BRAND GUIDELINES
After creating the logo the most important thing is to lay down the rules for the brand in our guidelines. To peak into the document feel free to click the image.
PACKAGE DESIGN
We knew from the start that we wanted to carry over the iconic bolt element from our main brand, T-Juice, to create a sense of continuity between the two identities. While we chose not to include the bolt directly in the logo for this brand, we integrated it as a supporting design feature—using it as a flavor identifier placed on the side of the products.
In addition to the bolt, we developed a unique holding device inspired by the angle of the "V" in the logo, helping to create a consistent visual language across various applications. By combining the logo, tagline, bolt, and holding device, we arrived at a design system that works seamlessly with our slide-out packaging format.
We also paid attention to the finer details—like placing the bolt on the white cap and adding a metallic band around the pod. To elevate the tactile experience, we used embossed effects on the logo, spot UV over the hardware elements, and a matte varnish on the paper surface. Importantly, every aspect of the packaging remains 100% recyclable.
Overall, I’m incredibly proud of the result. This project was a rewarding opportunity to build something from the ground up—from branding and guidelines to packaging and even diving back into 3D to create product renders for our digital platforms.
