E-Lites CURV

A new frontier

Having acquired the UK’s leading electronic cigarette brand, E-Lites, JTI looked to lead this new and fast developing category with innovative product development. We were engaged to communicate the unique selling point of CURV, the world’s first ‘oval’ stick, through a disruptive structural packaging solution.

Unique packaging for a unique product
We decided to translate the curved values of the product into the packaging format, with softly bowed front and rear faces, which combined with the metallic branding to create undeniably strong shelf standout.

Communicating values
CURV has gone on to be a massive success, making GQ’s 2015 “100 things you must own”, and has firmly cemented E-Lites as the UK’s number one brand.

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