[DRYP]
THE CHALLENGE
Launch a vaping brand from absolute zero in a crowded market dominated by established players like Vuse, Puff Bar, and Loon Maxx. Build not just a product, but a complete lifestyle brand with its own identity, community, and distribution channels.
Starting with nothing meant building everything. No brand identity, no product designs, no distribution network, no social presence, and no market awareness. We needed to create a brand that could compete on quality and experience while carving out a distinct position in a space where most brands looked and felt the same.
The challenge was to move fast without sacrificing craft. Develop a complete brand system, design and produce physical products, build an e-commerce platform, create content that would grow an audience from zero, and establish real-world distribution partnerships with clubs, bars, and retailers. All within a timeline that would allow us to enter the market while it was still growing.
THE INSIGHT
Most vaping brands focused on product specs: flavors, puff counts, nicotine levels. The category felt clinical and transactional. No one was building a brand that felt social or connected to how people actually used these products.
We saw an opportunity to build DRYP around social connection rather than product specs. People don't vape alone; they vape with friends at clubs and parties. The product is a social accessory. That shift changed everything.
If DRYP felt like a lifestyle choice rather than a commodity, we could build community and loyalty in ways competitors weren't. This meant investing in brand personality, visual identity, and content that felt authentic. It meant designing packaging and merchandise people wanted to be seen with, and showing up in the physical spaces where our audience spent time.
THE IDEA
Build DRYP as a lifestyle brand first, product second. Create a complete brand system with strong personality, premium product design, and digital and physical presence driving community and sales.
We developed full brand strategy (mission, vision, values, positioning), visual identity (logo, colors, typography, voice), product designs and packaging, e-commerce platform, and social media presence.
We also designed branded merchandise (pins, shirts, hoodies, hats, stickers) and retail displays for clubs, bars, and stores throughout Medellín. Every touchpoint reinforced the brand's personality: social, inclusive, modern, and fun.
What we built:
Complete brand strategy (SWOT, mission, vision, golden circle, buyer personas, brand pillars)
Full visual identity system (logo, color palette, typography, brand book)
Product and packaging design for multiple flavors and formats
E-commerce website for direct-to-consumer sales
Social media content system (photography, animated posts, templates)
Branded merchandise line (pins, shirts, hoodies, hats, stickers)
Retail display stands for clubs, bars, and stores
Marketing and launch strategy
THE RESULTS
Complete Brand Launched from Zero
Built full brand identity, product line, e-commerce platform, and content system. Launched to market within timeline and established clear brand positioning in a crowded category.
Instagram Grew from 0 to 30,000 Followers
Organic growth driven by consistent content strategy, authentic engagement, and social-first brand positioning. Built a community that actively engaged with the brand and shared content.
Secured Affiliations with 3 Major Clubs and Bars
Established physical presence in key social venues throughout Medellín. Retail displays and product placement in high-traffic locations where target audience was already spending time.
Brand Acquired by Major Liquor Distributor
Attracted acquisition interest from established player in the market. The brand strategy, market traction, and growth trajectory positioned DRYP as a valuable acquisition target, resulting in successful exit.
Lifestyle Brand Positioning Validated
Transitioned DRYP from product to lifestyle choice. Merchandise, content, and community engagement proved that the social-first positioning resonated with the target audience.
Scalable Brand System Established
Created reusable frameworks for content production, product design, and brand communication. Systems were designed to scale as the brand grew and entered new markets.
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