The challenge: Torden produces e-liquids – flavored liquids made for vaping. Though it’s a relatively new industry, it is highly competitive, and Torden chose to focus on the most competitive area of the e-liquid market: up-market men who have made vaping a lifestyle choice.
The solution: This was a study in niche-focused brand development. I had to fine-tune my exploration of target audiences to find commonalities between experienced vapers and newbies, as well appeal to both retailers and industry opinion leaders. The answer was in the psychographics – targeting forward-thinking men who are comfortable in their own skin and have an appreciation of quality and craftsmanship. As an industry that is extremely image-conscious, it was also necessary to dig deep on competitive analysis to create a brand positioning (‘Traditional quality for the modern, confident man’) for that was ownable and would allow for sustainable brand growth. Brand content, including core copy and blog posts on Torden’s website (tordenbrands.com) reinforced the Torden brand for all audiences.
The results: Launching the Torden brand with the brand essence ‘Crafted for the man who knows’, I was able to drive immediate retailer interest across multiple geographies, as well as increase Torden’s initial base of social media followers by 10x.
My functions: Brand Strategy, Brand Messaging, Content Creation.