COVER STORY
CROWNING
GLORY
THE MULTI-AWARD WINNING BRITISH BRAND
CONTINUES ITS WINNING STREAK
We caught up with head punk Matt Crann to talk new products,
creating an instantly recognisable image and winning Juice of the
Year 2019 at the fourth annual Vapouround Awards.
By Lucy MacKinnon
Q. How important is branding when
running one of the most recognised
brands in the UK industry?
A. When creating a brand, every element
needs to signify your brand identity. As well
as that, everything needs to unify and tell
your story no matter what element people
see. After all one customer may only ever
see your product names and descriptions
on a website and no other form of your
marketing.
Q. What was the inspiration behind Riot
Squad’s brand image?
A. We tried to unify everything and convey
our brand story no matter where you
looked – from riotous flavour names, urban
merchandise to thought provoking and
boundary pushing social media, even a
branded Riot Van for shop visits. We knew
we wanted to create great flavours but with
names that were memorable and were
explanatory of the brand and everything
else we were doing. We hoped names
like Menthol Molotov and Grapple and
Slapcurrant would be instantly recognisable.
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