PIIK Pro

PIIK Pro was developed as a performance-oriented vape product requiring clear differentiation, strong shelf presence, and a cohesive brand system capable of scaling across packaging, retail, and marketing environments. The opportunity was to translate product innovation into a clear, modern brand experience that communicated confidence, clarity, and usability.

The category is visually crowded and highly competitive, making clarity and recognition critical at retail. The challenge was to create a brand and product system that could stand out through disciplined design, strong hierarchy, and consistent communication — while supporting real-world retail execution and expansion.

The PIIK Pro system was built to communicate performance and clarity through structure and consistency:

• Strong visual hierarchy improving recognition and navigation
• Clean, modern packaging architecture reinforcing product confidence
• Clear product communication supporting consumer decision-making
• Scalable identity system adaptable across multiple touchpoints

The brand was built on a simple behavioral insight: many adult smokers are seeking a greater sense of control, not restriction. “Control vs. Craving” reframed VLN as an intentional experience rooted in autonomy, clarity, and balance.

This platform informed:

• Brand voice and tone
• Messaging hierarchy
• Packaging communication
• Retail and campaign storytelling

The brand system extended across a full product and marketing ecosystem:

• Packaging and product architecture
• Retail display and shelf strategy
• Point-of-sale and in-store communication
• Trade show and brand environment materials
• Social and digital brand expression

Each element was designed to operate as part of a cohesive system rather than standalone assets.

• Clearer retail presence and product recognition
• Strong, consistent brand expression across channels
• Scalable framework for product and market growth
• Cohesive system connecting packaging, retail, and marketing

Led the creative direction and development of the PIIK Pro brand and product system, guiding packaging architecture, retail and planogram strategy, and cross-channel brand expression. Directed visual hierarchy, messaging clarity, and system consistency to create a cohesive, scalable brand experience across packaging, retail, trade, and digital environments.