2018—2019年是中国电子烟市场经历“过山车”的一年,从新品牌井喷式的诞生到新政策发布后众多小品牌又纷纷倒闭,想要长久的生存并赢得市场,必须在品牌层面找到独特和清晰的价值定位,视觉上也必须强烈而让人过目不忘。

在与VPO的合作中我们为品牌提炼了“无火点燃世界”的品牌态度,“燃”出年轻人心中的火,对应了产品“激喉”感强烈,贴近真烟的特点。我们希望视觉元素也具备“燃”的特质,我们让VPO三个字母从任意版面的边缘向中心“燃烧”,文字负形被烧掉,文字主干成为“灰烬”,文字边缘则外延出多彩的火光。这一简洁有力的视觉规则可以应用于任何版面,冲击力和识别力极强。

在印刷工艺上,我们在文字燃烧的边缘使用烫红金和黑金的工艺,在光线折射下印刷品会呈现被真火点燃的光泽和效果。

The year from 2018 to 2019 is a year when the Chinese e-cigarette industry goes through ups and downs from mushrooming of new start-ups to bankruptcy of weak brands after release of new policies. To long survive and win the market, the companies must find their unique and clear position at the brand level and give consumers a strong visual impression.

During cooperation with VPO, we polished the brand and positioned it to be "light up the world firelessly". The fire inside the youth was lit up, irritating their throats and approaching the effect of lighting up a cigarette. Visually, the brand was expected to be “alight” by lighting up the three letters of VPO from the edge to the center in any layout, so as to burn off the negative space and the main part to “ashes”. However, the edge of the letters was lit by bunches of colorful light. This simple and powerful visual design can be applied to any layout, with strong impact and recognition.

As for printing process, red gold and black gold stamping is adopted for edge of the letters so that the letters are lit up as what a true fire does.