Building a new brand that elevates heated tobacco offers to a new level.

Colour palette

The inspiration behind our brand colours is the hot-and-cold aspect of heated tobacco. Copper suggests heat, creating a warm, cosy, welcoming feel, whereas silver represents a cold, technological feel. Combining metallics with white creates a clean, simple, premium look.

Icon language

We designed a suite of intuitive icons. User friendly and easy to follow, with a confident premium feel, the icons are grouped into three categories based on their purpose: how-to-use, action and content.

Typography

To complement the PULZE logo we selected Panton, a font containing softened geometric forms available in 36 weights and adaptable in 36 languages. For the Japanese market we chose a font with similar open characters.

Brand sound

Different sounds or chords trigger different types of emotions. Finding the perfect brand sound is key to making an emotional connection with consumers. The PULZE brand sound was developed as a crucial part of the multi-sensory approach. Through our sonic branding we are able to communicate our open challenger values in a creative, effective non-visual way.

Distinctive simplicity

The beauty of the PULZE packaging is what we left out. We created a beautifully pared down design with premium materials and metallic finishes in appetising brand colours. All new products require some explanation. For our family of ‘how to’ manuals we created a simple, stylish user-friendly design created to inform and educate.

The digital journey

To complete the customer journey, we translated our core brand elements seamlessly into an engaging, responsive and scalable customer centric digital system that continues to build and nurture relationships with PULZE users.

Using our iconic brand shape as a visual glue throughout, we created a dedicated digital environment – from a premium website to dynamic motion graphics – that brings to life the personality of PULZE.

A place like home

Our brand spaces are built around one central idea – home.

We removed any trace of a traditional shop and instead furnished our spaces with a range of cool, but welcoming home comforts. Every last detail is carefully considered to create an engaging brand experience that appeals to all the senses.

From the moment visitors step inside they are able to discover the multi-sensory world of PULZE through taste, touch, sound, smells and vision.

A hyper local approach

The inclusion of locally sourced coffee roasters alongside regional art further adds to the homely atmosphere and delivers a rich cultural experience. Customers are treated as guests, invited to spend time in each of the designated rooms, where they can discover and interact with PULZE in their own time. This is selling at its most subtle and seductive.

Colours and materials

Natural materials and warm tones create a cosy feel. Copper, cognac-coloured leather, dark woods, rough walls and bare steel – PULZE place is built to a high spec with the highest quality materials.

Customized shelving system

Taking its inspiration from home furniture, the flexible shelving system is tailor-made for PULZE and can be assembled various combinations. A range of elegant trays designed specifically for the shelving, but which can also be used independently, provide the perfect way to present products

Signage

Clean design displayed in simple natural colour frames with passepartouts wouldn’t feel out of place in any home.