HOW TO CREATE A BRAND OF VAPORIZING LIQUIDS

Vaping is the inhalation of vapor through an electronic vaporizer (cigarette). The vaping industry has grown tremendously over the past few years. The segment’s profit in 2016 amounted to $5 billion. Euromonitor International, a strategic market research company, predicts that the industry’s cash volume will grow to $17 billion by 2019.

Analyzing the target audience of vaporizing liquids

Vaping is a hobby of young people (3.9% of girls and 5.6% of guys). In America vaping is allowed only from the age of majority, in Ukraine and Russia sellers of vape shops avoid schoolchildren preventively. As of today, the law prohibits selling liquids to minors. The initial set of a vaporizer is inexpensive – $20-40, but money will be needed to individualize devices and buy more expensive liquids.

Steamfitters fall into these categories:

• the ones who quit smoking;
• those who vaporize liquids with nicotine;
• those who just like to vaporize.

Those who quit smoking replace cigarettes with vaporizers and use liquid containing nicotine and flavors (or flavors only).

The second group is those who vaporize liquids with nicotine. These are people who have switched from cigarettes to vaporizers in response to fashion trends.

The third group is people who are fanatical about vaping. They choose nicotine-free vapes.

These types of cigarette liquids are in particular demand:

• fruit and berry;
• cocktails and mixes of exotic berries and fruits;
• Tobacco flavors that from afar resemble Camel, Kent, Winston or Parliament;
• caramel, hazelnut, and RedBull.

To create a successful brand of vaping liquids, you need to analyze customer preferences. Order a market analysis from KOLORO.

It is difficult to force a vaper to buy a certain liquid, but his choice can be influenced in this way:

• offer a product sampler;
• to design an original box for the jar;
• Encourage with small presentations;
• implement a loyalty program.

Read also: How to determine your brand’s audience

Vaping is the new subculture

Vapers are the trendy young people of today. They have quit smoking or want to do so by vaping. They try to lead a healthy lifestyle and to introduce cigarette smokers to their culture. Mostly, they are bearded city dwellers, wearing snickerhead shoes, visitors to barbershops. Those who have been in the party for a long time vaporize a lot and, accordingly, spend a lot on their hobby.

A separate category of vapers are those who started vaping to quit smoking. They don’t use expensive devices or liquids. They don’t look for perfect flavor combinations and don’t linger in vape bars. They just vaporize to stop smoking.

Vapers have their own values.

1. Vaporizers are strongly opposed to the propaganda pushed by tobacco corporations.
2. They are against smoking in public places.
3. Vapers are often associated with the DIY (Do it yourself – do-it-yourself living) subculture.

Customization (individualization) is one of the main elements of culture. Many vaporizers have several different vaporizing devices that they are constantly improving.

Slang words for vape devices: drip, mechmod, varivolt, liquor. You can get acquainted with them on special vape forums and thematic sites.

Vaping wherever you want to vaporize is not the rule of vapers. They adhere to certain etiquette norms, as vaping is perceived ambiguously by others. Vapers often vaporize in a circle of like-minded people or at home. Legislative restrictions do not allow them to go wild, for example, in Russia it is forbidden to vaporize in public places.

Vapers hold themed festivals in Ukraine (Kiev and Odessa) and the world (Canada, USA, Czech Republic, Poland, Netherlands, UK, Germany, Ireland. Cloud Chasers Inc. have taken the fun to a new level, turning it into a fashionable pastime and spectacular competitions:

• cloud chasing – creating the most vapor;
• Tricks – mesmerizing tricks performed with steam;
• Vape alchemy – a competition to create the best vape liquid.

https://youtube.com/watch?v=LBCkj-ohAfs

Creating a liquid brand: what you need to know

There are a large number of different gadgets for vaping:

1. Electronic cigarettes are similar in appearance to regular cigarettes (suitable for those who have decided to quit smoking).
2. Vaping devices that are battery or battery operated.
3. Mechanical mods for advanced vapers.

Vaporizers are refilled with a special liquid called a vape liquid, juice or mixture. Liquids are prepared from the same ingredients. Their ratio determines the flavor and quality of the vapor:

Standard ratios do not suit many people. Therefore, manufacturers and vapers are looking for their own ways to solve the problem. For example, the American brand of Magma vape liquid has a PG/VG ratio of 30/70, while in the Ukrainian Flavorit it is 50/50. Manufacturers more often specify the amount of propylene glycol and glycerin, and other components are not mentioned. The point is that flavorings, distillate and other components are diluted in propylene glycol or glycerin.

If the composition of the liquid includes nicotine, then we can talk about the strength:

The flavor and smell of the vapor is given by the flavoring agent that is included in the slurry. Flavors are divided into:

• fruity;
• spicy;
• dessert ones;
• tobacco;
• sweet candy ones;
• cereals;
• floral;
• alcoholic;
• the flavor of food;
• odorless and tasteless vapor.

Read also: Confectionery brands: how to build a chocolate castle

How does the idea of creating a vaporizer liquid brand come about

“Factory” liquids are produced by registered manufacturers. “Self-amuse” is an artisanal product. Beginners use purchased liquids, and mixing is more often done by confident vaporizers. Neophytes who start stirring are rare. Next to ready-made liquids, components for independent preparation of liquids are sold.

Reasons why vapers switch to self-sampling

• oversaturation of flavorings in the factory fluid;
• the search for “that” flavor;
• savings.

Virtually all premium liquids were once someone’s mix that was refined, properly packaged, brightly labeled, and properly presented to an audience.

The Ukrainian vaping market is just developing. Along with its popularity, the demand for vaporizers and liquids is growing. There is also a need for specialized stores and vape bars (a place where you can relax and vape). The main part of vape shops’ profit comes from liquids and components of self-samples. You can buy them from distributors or manufacturers. The markup can be as much as 50%.

Branding of vape liquids includes:

• analyzing the target audience and the market situation;
• Brandpositioning and strategy;
• construction and its promotion.

Read also: 30 best logos in history

How do you come up with a brand of vaping liquid?

Product development: flavor

Juice is a key element in vaping. It can take up to two months to develop a new flavor. If you decide to get serious about mixing on your own, you should start with ready-made recipes and then improve them. Once you understand the basic processes, it is worth keeping a notebook for notes on the effect of flavorings on each other when mixing.

Vape brand positioning

To get noticed by consumers, you need to present yourself correctly, describe the benefits of the brand and its values. Vaping is more often positioned as a way to quit smoking, but as it becomes more popular, the message changes.

1. Vape Syndicate Ukrainian is an association of vapers who have turned pleasure into a profitable business. The company positions itself as a manufacturer of inexpensive but high-quality jus for every day, which will be a good alternative to self-sampling.

2. The Ukrainian brand Eco Van Vape emphasizes to the consumer that their products are the best and highest quality on the market. Their main task was not to come up with a novelty, but to bring the existing recipes to perfection. This is confirmed by a license and permission from the Ministry of Health of Ukraine.

3. Belarusian brand RELAKES combines two words in its name: relax and lake, which is the main message for customers: the company’s juices are as pure as a drop of water and as high quality as a good vacation.

How to come up with a vape brand name

Having decided on the positioning, you need to choose a name. The name of the liquid brand should be:

• easy to pronounce;
• memorable;
• different from the competition;
• resonate with the brand’s core message;
• be free to register a trademark.

When coming up with a brand name, it is worth checking whether the domain and social media page names are free. This will come in handy when promoting the brand.

Examples of vape brand naming

1. Vape Vault is a high quality product for a reasonable cost. The name of the brand translates as vape vault. The main idea is to unite vapers with good taste.

2- The VAPEASY brand emphasizes with its name that being a vaper is easier and more economical than being a regular cigarette smoker.

3. Frog From Fog. The brand used alliteration (repetition of consonants) in the name, which gave the name melody and a touch of humor.

4. ShamaN is a brand with an image in its name. A shaman brews a potion, and ShamaN potion takes you to the world of unforgettable taste sensations.

5. Smaugy liquids are a quality product for a small price. Such a name is a bright image for the manufacturer. When coming up with the name, the creators focused on the free .com domain.

For liquids, manufacturers choose equally original names.

1. The ShamaN team chose juicy and tasty names for the jus: Watermelon cloud, Old memories, Fruit tsunami, Light breakfast, Sweet cookies.

2. Desperados picked original names for their products: Fresh Clouds, Party Hard, Old Gold, Crazy Nuts.

3. VapeMon (Japan) used Pokemon themes in the names of liquids: Niberry, Sqergy, Lemochoo.

How to name a vape shop: 3 examples

Most vape shops have the word Vape (Vape Garage, Vape Hydra) or Cloud (CloudFall, Cloudy) in their name, but there are more interesting ones:

1. The vape shop “Uncle Vova’s Cellar” sells all necessary goods for vaping and produces its own line of liquids, for which the guys picked up original names: Fruit Rings, Cold Apple, Cold Berries.

2. In the name of the Russian vape shop Parovozzz, a popular naming idea – the repetition of consonants at the end of a word – is realized. Another vape shop called Parovoz has the original name of its website – puh-puh.rf.

3. Names for such Ukrainian vape shops as Papirosa, eTabak, eSigareta are chosen with a hint of smoking.

Read also: How to name a pastry shop: naming from professionals

Labeling and packaging

More examples of labels and packaging of vape liquids can be found in our material.

When looking at the shelves of vape liquids, the first thing a buyer looks at is the packaging and labeling.

The label is:

• brand communication with the consumer;
• a distinctive feature on the shelf;
• a way to fend off the competition;
• An opportunity to emphasize the benefits of the brand;
• The ability to create an emotional connection between the brand and the consumer.

The makers of Frog From Fog realized this in time and redesigned the label and packaging.

RELAKES has an individual graphic for each flavor, and the bright colors accentuate the juicy flavors of the contents.

MILCH uses minimalism in its label design: a black background features a pattern that suggests the flavor of the jar’s contents.

The MAFIA line of liquids from Vape Syndicate Ukrainian Custom has an interesting design with contour illustration.

Liquid packaging should be easy to use. Plastic or glass jars with a spout (Chubby Gorilla, Unicorns) or jars with a pipette meet these criteria.

Liquid from the Ukrainian manufacturer VapeRoof, called VapeRoof SKULL Edition is a box with high-quality polygraphy, inside of which a matte black skull with a dropper is hidden.

Vape brand advertising: slogan development

A slogan is a phrase that is easy to remember, while it can describe the main idea of the product. For example, the slogan of Fluffy Puff is “American flavor + American ingredients = Ukrainian price”.

Market entry strategy for vaporizing liquids

The vaping industry is a new niche in Ukraine.The time to create a brand is about six months.

How do you go to market with a new juice?

Branding consists of several stages

• Having an idea (a vape shop concept or a new line of flavors);
• Target audience and market research;
• development of brand positioning;
• development of a unique selling proposition;
• naming;
• logo creation and corporate identity development;
• packaging and label design;
• Promotional strategy and advertising communication.

Feedback.

The opinion of the creator is subjective. To better understand the target audience and its desires, focus groups of potential buyers should be organized.