work
about

Blu

Vaping products

Launching an e-commerce solution for local markets and scaling globally

Imperial Tobacco relaunched its Blu vaping brand with the ambition to recruit a community of adult Blu loyalists by disrupting category norms and differentiating themselves from their competition.

Founded in Charlotte (NC) in 2009, Blu pioneered vaping long before 'vaping' was a word in the English Dictionary. It was founded with the belief that it could offer something better to the world's smokers.

Now sitting in a category with no differentiation, Blu has been left behind in regards to product experience and market share, losing connection with the needs and behaviours of vapers.

This project set a foundation for the Blu rebrand in the digital space, taking the existing codebase used for sister brand Pulze as a starting point. Following the MVP launch for the French market, our newly created digital framework was rolled out across other markets, such as the UK and the US, as well as serving as a white label site to other Imperial brands.

Collaborating as Senior Designer, I helped to build the foundations of the Design System from an atomic approach through components and page templates, as well as working together with the UX team to create engaging user journeys.

Building the blocks, one component at a time.

Working in collaboration with both the Marketing and the Branding agencies, our Product Design team adopted an atomic approach to capture the ‘Get Unlit’ concept and brand elements into our digital Design System.

Integrating Lottie animations to the system.

Although not expected for MVP, we identified the opportunity to bring illustrations to life through animation to engage into enrolling to Blu’s loyalty scheme. Collaborating with Devs, we managed to integrate JSON animations into selected components. For this, I created the illustrations, animations and the JSON files for handover.