PMIIQOS
Phillip Morris want to free the world of smoking. So they decided to start-up a product called IQOS which is a tobacco heating system available in two versions. The first has three main components – a heated tobacco unit (called HEETS or HeatSticks), an IQOS holder, and a charger. The second is an integrated product that combines the holder and charger and allows multiple uses without recharging the battery.
Tasked with exploring design for a new visual direction. This then proceeded with the ownership of a design system to make sure all the tracks were aligned throughout the account. A combination of the programs, abstract, zeplin and sketch were used for this.
Above and below are the end result visuals of the design. Mainly of the e-commerce sections of the IQOS site which PMI were concerned with mostly as a client
The site art direction was initially a lifestyle led type showing young professionals holding and using the IQOS products.
Initial research from Phillip Morris suggested that the main target market was 21-35 year old smokers looking to quit. This is the story we tried to tell in the site “a better alternative to smoking”
For the PDP and PLP sections of the section of the site we developed out the same simple approach as the rest of the site. Customising the product is key here, so the design is meant to represent that. Clear images of the product married with simple colour swatch systems as illustrated in the design here.
