As the first brand to find major success in the electronic cigarette market, NJoy saw exciting growth and product reach into nearly every convenience store in the United States. Unfortunately, once the tobacco industry caught up to e-cigarette innovators, NJoy saw a decrease in sales and a drop in brand recognition, and soon shelves were stocked with competitors and copycats.
Not ready to throw in the towel, and inspired to re-introduce the company as one that’s still at the top of its game, NJoy joined forces with SmashBrand to refresh the look and reposition the product. Together, we took on the challenge of introducing a new product that boasted technological advancements that blew the competitors out of the water, and the brand re-design focused on showing consumers the NJoy name had made a big change.
Through a combination of target market research and a goal of educating new users and consumers who were approaching e-cigarettes as a healthier alternative to cigarettes, SmashBrand tailored packaging and product messaging to a new demographic while trying to stay loyal to long-time smokers who were jumping on the e-cigarette bandwagon. The result is a rejuvenated NJoy brand and a stronger product positioning on shelf space that continues to shrink.
"we have never worked with such an incredible team of talented, creative and driven designers"
Director of Marketing