Mysteriously Bold

Blackcat is an electronic cigarette brand based in California. It has grown it’s product line from disposable e-cigs to vaporizers. The products are available in over 7,000 brick and mortar stores across the U.S.


With the rapidly changing laws and restrictions facing this industry, Blackcat wanted its brand and products to comply with regulations, while growing its merchandise and audience. Amata Agency was engaged to develop the branding, logo, stationery system, packaging materials, product photography, marketing collateral, and advertising for their brand.


Blackcat wanted to create an awareness for the brand geared towards their specific audience, the distribution, and its consumer markets. Everything must comply with the laws and restrictions including packaging, advertising, and marketing materials.


We started by conducting research on the electronic cigarette market and Blackcat’s competitors to develop an overview of the field. We requested detailed information from professionals in the industry to help develop a brand strategy and messaging that related to the audience.


Since the majority of its customers are men, we developed a visual aesthetic that is dark and mysterious, while keeping it neat by using a bold san-serif typography to communicate with the audience. Packaging had to describe the product inside aesthetically. The product photos were taken on a white background to convey a simple and clean look.

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