ease up is an exploration into e-cigarettes. I noticed that the market was very diluted, yet there wasn’t a specific brand that stood out in terms of strong brand identity. I could also see that there were no real incentives or brands in the current climate offering advice and guidance on e-cigarettes and using them to their full advantage.
I set myself the task of developing a brand that would develop a product that would help people give up smoking for good and improve their lifestyles.
I wanted the brand to be stylish, bold and powerful, yet humorous and unhypocritical.