LOST MARY

The brand has broken free from the industry’s homogenization trap by creating a holistic ecosystem that integrates visual language, user experiences, and environmental values — elevating e-cigarettes from nicotine tools to symbols of trendy culture.



Its visual design narrates a cutting-edge, free, and uncompromising spirit: oversized sans-serif typography with beveled angles, intersected by sharp linear cuts across the logo, packaging, and posters, delivers a distinct brand visual identity. With Pantone 2097C violet as the main color across exhibition installations, product packaging, and digital interfaces, it forges a strong association between the brand and its signature hue. The interplay of deep violet and metallic silver evokes a sense of technological mystery. The unconventional layouts and dynamic interface design ensure a consistent online and offline experience, turning every touchpoint into an expression of the brand identity.



Bringing design into real-world scenarios and centering around the concept of the “Queen”, the brand creates an immersive experience space featuring crown shape, luxurious drapes, and futuristic checkerboard installations to heighten the dramatic effect. The brand leverages AI technology to create a distinctive matrix of personified IP characters — each representing a unique flavor with its own bold personality. Through engaging content and social media interaction, these characters build emotional connections with users and evolve into long-term cultural assets for the brand. Committed to sustainability, its refillable and replaceable pods cut per-use costs by 40% and extend product lifespan — cultivating sustainable consumption habits.