Catalyst for

Curating an unprecedented collaboration among
the best flavor artist in the vaping game.

What We Did

Brand Strategy


Consumer Research

Brand Identity

Brand Hirearchy

Primary & Secondary

Packaging Design


Retail Display & Activation

Sampling & Merchandise

POS, Collateral & Trade

The Challenge


Already a market leader in the e-cigarette category, NJOY came to us with its sights set on the adjacent vaping market. Recent exponential growth made vaping critical to NJOY’s long-term success, but NJOY knew its mass-market reputation would hinder its ability to break into trendy, high-end vape shops. They needed help developing a provocative new sub-brand and launch strategy that would legitimize their role in the vaping space.

The Solution


Given the paramount importance of flavor in the world of vaping, we created the Artist Collection: a curated set of high-quality e-juices and an unprecedented brand collaboration between NJOY and the nation’s top flavor artists. Leveraging the unique flavor mixologies and the passion of the artists behind them, we built a unified brand story – seamlessly weaving together the disparate personalities and flavors to add depth and excitement to the vaping experience.

I have never worked with a more creative, collaborative, and strategic agency than Stag&Hare. Over multiple years and across multiple projects, the folks have been true partners deeply understanding and internalizing our needs and delivering the best work our industry has ever seen. They are the best at what they do.

Geoff Vuleta, Chief Marketing Officer, NJOY