Vape redefined, the next generation of e-cigarettes. Branding development and go-to-market communications strategy

Abstract

Avogen Tech SA, a Swiss startup, developed a patented water-based, ultrasonic vaping device that reduces health risks in comparison to conventional e-cigarettes. Despite the product being almost ready to get launched, the business lacked a well-defined brand identity and a go-to-market communication strategy appropriate for the heavily regulated e-cigarette industry.