JUUL Labs Retail Concepts // Design Lead

The JUUL Labs retail concepts conceived with the intent of reclaiming authorship of JUUL’s brand image. Among a series of unfavorable press releases, JUUL Labs sought to elevate the brand and create a mature and refined, technology and education forward approach to the brand. As the design lead at Set Creative, my team and I developed the concept for a community-based space with a cafe as well as a reduced footprint concept for a product-education forward approach. Both store concepts were slated to be rolled out internationally with stores in Canada, Indonesia, South Korea, and Israel. My team and I worked to create a design using materials that were available globally to create a unified brand presentation on all fronts.

Art Directed concept video for split-screen display. Video rendering by Pavel Golovkin.

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