Vapouround magazine ISSUE 23 | Page 46

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. 46 | VM23