Product rebranding
Montreal Original
A Quebec-based e-liquid manufacturer setting new industry standards and catering to evolving user needs.
ROLE:
Brand Designer
Art Director
Graphic Designer
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RESULTS:
-
400% revenue increase post-rebrand
Thanks to stronger brand recognition and improved product differentiation. -
Enhanced brand consistency across platforms
Increased customer engagement and facilitated the company’ sentry into European markets. -
20% growth in e-commerce sales
Within the first quarter, driven by increased online traffic.
Introduction:
As the Communications Director and Brand Designer at Montreal Original Labs, I led a comprehensive rebranding of its e-liquid Baseline products. This immersive project was about more than just packaging — it was a testament to Montreal's history and culture.
Direction
We sought to elevate the brand by transitioning from a colorful, youthful aesthetic designed to appeal to teenagers to a more refined, sober look that resonates with adults seeking to quit cigarettes. At the same time, we embraced a sophisticated representation of Montreal's unique spirit. My approach to this challenge was holistic, crafting a diverse and captivating menu that weaves Montreal's rich history into the e-liquid flavors within the product line.
Conclusion:
Our creative departure from industry norms established a distinctive branding concept that underscores a commitment to innovation and sophistication. The result is a refined brand identity, with menus and packaging that harmoniously balance creativity and functionality, setting a new standard within the e-liquid market. This project reflects a pivotal step in advancing the brand's presence while marking a significant milestone in my journey as a designer.
