Philip Morris International: Vivid

Much of the vaping category is culturally and semiotically linked to smoking - downmarket, male, ‘hidden’ by complex offers and systems. We identified different conversations taking place in the culture - of vaping as a positive choice, optimistic, not necessarily masculine

The design we created takes the brand name as its inspiration: bright, simple and modern but above all with the iconic confidence that befits one of the most important brands in the category