Client:
Juice Head
Industry:
Vape
A focused concept direction project for a new vape device.
I partnered with executive leadership to establish the initial design language, using a competitive device as an early benchmark. The concept I developed guided engineering through several refinement rounds, ultimately shaping the final pre-production form.
My Role
Creative direction, early form development, identity exploration, cross-functional collaboration with leadership, and final render refinement.
The Challenge
To create a device that felt familiar to competitive brands while elevating overall polish, usability, and staying true to the Juice Head brand.
The direction needed to reinforce Juice Head as a top contender in the vape space. A device that felt credible, premium, and aligned to what consumers already trust from the brand. The goal was to translate proven category wins into a cleaner, more intentional silhouette that could lock in Juice Head as a go-to choice in an increasingly crowded market.
Design & Execution
I produced the initial concept direction immediately following a leadership huddle, determining the proportions and design language engineers would later develop into an accurate CAD model. Through two to three iteration cycles, I worked closely with the leadership team to refine edges, form, body design, and device User Interface.
I also explored logo and identity directions to evaluate how branding could live on hardware and support a cohesive launch.
Implementation
Once engineering delivered the refined model, I applied adjustments to ensure the final form aligned with the original design intent. I then produced the final render to deliver to executive leadership, showcasing the pre-release device and the design language that will guide supporting brand assets.
Results
A production-ready device direction grounded in the initial concept I established. This work set the foundation for packaging, POS, and future product extensions as the device moves toward launch.
Following steps were handed off to the Juice Head Graphic Designer to begin packaging design and prepare the product for a Q2 Launch the following year.
