INSIGHTS // BRAND STRATEGY // DESIGN // UX

Voodoo is a challenger brand in the fast-growing vaping category, and so was in acute need of a tightly focused and highly differentiating positioning — and a unabashed, memorable image. Research indicated that while the majority of vaping consumers see themselves as irreverent, maverick and in some cases anti-establishment, no brand had successfully embodied the true “bad boy” (or “bad girl”) spirit.  Enter Grail. By invoking Voodoo’s wide range of unique, artisan-quality hardware, exotic, craft flavors, and a brash, devil-may-care attitude we helped redefine the brand in the marketplace with unforgettable boldness.