The Drop Shop E-Liquid

Derrick Lin

Global

Design: Emunah
Location: Israel
Project Type: Produced
Client: The Drop Shop
Product Launch Location: Israel
Packaging Contents: E-Liquid
Packaging Substrate / Materials: Plastic bottle
Printing Process: Digital Printing

The Drop Shop is a boutique e-liquid shop in Israel with two retail locations and a growing market value. Unlike most local competitors, The Drop Shop hand mixes and tests all their products directly in their stores. They offer a unique “build-it-yourself” model for e-liquid where customers are encouraged to test and try various combinations on location.

Above all things, it was important to represent the company’s hand-made approach and commitment to personalized satisfaction in their branding and packaging. While many e-liquid brands appear ultra clean and modern, we wanted to position The Drop Shop as approachable, warm, and friendly.

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Working closely with the store owner and manager, we developed an identity that aimed to do just that. The logo and branding system are masculine (as 90% of their customer base is made up of men), but with a touch warmth running through it. The primary logo is made up of a custom, bold serif font, paired with a handwritten script and soft details. The primary mark is a bold “Drop” which reveals the lowercase letter “d” in its negative space.

The color palette has been built out to support a wide array of flavors and SKUs, while still staying true to the brand. Using this color palette, we developed a unique marble pattern per flavor profile. This marble is used on the e-liquid packaging as well as marketing materials. The marbles were developed in a way that makes it accessible for them to edit in-house, should more flavors be developed.

In sum, the pieces I developed for this project were brand strategy, brand identity, packaging design, packaging design system, signage design, menu design.

What’s Unique?
There were a particularly large amount of limitations in the packaging design, which make the successful outcome that much more unique. For one, legal restrictions are very strict surrounding selling e-liquid products, so the warning symbol had to take up 1/3 of all showing surfaces of the packaging. Secondly, it had to be understandable in Hebrew and English. And thirdly, The Drop Shop has a tremendous amount of flavors – 40 flavors, and they are each sold in three sizes. To that end, we had to develop a very large but cohesive packaging design system that differentiated products but also held together as a brand. Each flavor has its own unique “marble” generated from the brand’s extended color palette. Details like these made this project uniquely strategic in the way it had to be developed.