Portfolio Details

Project Overview

  • Category: UX/UI Design
  • Client: TVape - Jücee
  • Role: Lead UX & Brand Designer
  • Duration: 7 months
  • Skills: UX/UI Design, Brand Strategy, Logo & Visual Identity, User Research, Competitor Research, Wireframing, Prototyping, Usability Testing, Packaging Design, Launch Strategy
  • Mobile Prototype
  • View PDF file

Designing an Exciting New Brand – From Concept to Completion

Jücee was envisioned as a fresh, youthful e-juice brand tailored for 21-30-year-old professionals. The goal? Create a bold and playful identity that would stand out in a competitive market while delivering a seamless digital experience.

I led the entire brand development process, working with the Marketing (8-person team), Product (4 engineers), and Sales (6 people) teams to bring Jücee to life. While the website was never launched due to legislation restrictions in Canada, the project remains an excellent case study in strategic brand-building and UX design.

The Challenge: Establishing a Unique Identity in a Crowded Market

  • No existing brand identity → The project required a name, logo, and complete visual system.
  • Competitive industry → Needed to stand out against well-established e-juice brands.
  • Regulatory challenges → Canadian legislation later restricted e-juice marketing campaigns & online sales.

The Strategy: Crafting a Cohesive, Engaging Brand

1. User & Market Research

To build a brand that resonated with our audience, I conducted:

  • User research & surveys → Understanding customer preferences & lifestyle.
  • Competitor Analysis → Identifying market gaps & differentiation opportunities.
  • Moodboard & brand personality workshops → stablishing a fun, fresh, and energetic visual tone.

2. Brand Identity & Visual Language

I developed a playful yet modern brand aesthetic, balancing boldness and approachability:

  • Logo & typography → A fun, bubbly logo with dynamic typefaces.
  • Color palette → Bright, high-contrast colors to evoke excitement.
  • Illustrations & iconography → Custom graphics reinforcing the brand’s personality.

3. UX/UI Design & Website Prototype

Even though the website was never launched, I designed a fully functional prototype that included:

  • Optimized site map & user flows for easy product discovery.
  • Interactive elements & microanimations samples to enhance engagement and simulate user interactions.
  • Mobile-first approach to cater to younger users' browsing habits.

4. Product Packaging & Naming Strategy

To create a visually appealing retail presence, I led:

  • Bright, high-energy packaging designs that aligned with the brand’s identity.
  • Flavor naming strategy → Collaborated with sales & marketing to develop playful, memorable names.
  • Retail & in-store display testing to ensure shelf appeal.

5. Cross-Team Collaboration & Go-to-Market Strategy

As the lead designer, I worked with:

  • Marketing Team (8-person team) → Developing digital & print assets for promotion.
  • Product Team (4 engineers) → Aligning branding with product design.
  • Sales Team (6 people) → Creating sales materials and retail displays.

The Outcome: A Fully Developed Brand

  • Completed a full brand & digital experience, ready for launch.
  • Created an engaging identity with strong visual appeal.
  • Regulatory restrictions prevented the website’s release, but the brand was fully developed for future potential use.

Final Thoughts: A Case Study in UX Strategy & Brand Development

Although Jücee was ultimately unable to launch due to legal restrictions, this project demonstrates my ability to lead a brand’s creation from ideation to completion. From visual identity to UX/UI, packaging, and marketing assets, every element was designed to connect with a youthful audience and create a unique market presence.

Next Steps: Jücee’s branding remains a ready-to-use asset should market conditions change.