Brand Building

“We're the vaping brand that's always two steps ahead, always the first to move.” blu exists to offer Something Better — something better than cigarettes, and something better than what we gave you yesterday.

Brand Fundamentals

Misuse

• Do: Use the brand logo as supplied
• Don't: Warp, distort, recolor, or scale elements of the logo individually

Product Education, On-Site

The same tile-based approach carried onto blu.com — pairing short benefit statements with simple iconography.

Terminology

blu exists to empower vapers and educate those who may be in the dark about what e-cigarettes are and the terminology used when discussing them. We've put together a glossary full of essential e-cig and vaping-related terms to make you an expert too.

Charger

The device used to recharge e-cigarette batteries once they have run out. Chargers often come in the form of USB adapters but are also available with adaptors for mains sockets and cars.

Clearomizer

The clearomizer is the part of the e-cigarette that holds e-liquid. It can be unscrewed from the battery and refilled with e-liquid when needed. Clearomizers have a clear plastic pane (hence their name), allowing you to see the amount of e-liquid you have left.

Closed System E-Cigarette

Closed System e-cigarettes use tanks, which come ready-filled with e-liquid and screw directly onto the e-cig battery.

Cloud Chasing

As vaping has grown, so too has vaping culture. This has given rise to activities such as ‘Cloud Chasing’. Cloud Chasing is the act of exhaling as big and voluminous clouds of vape as possible, often done as part of a competition at vaping events and shops.

Coil

Also referred to as the atomizer, the component of the e-cigarette that turns the e-liquid into vapor by heating it. The coil is found in the center of the clearomizer or tank.

Disposables

A type of e-cigarette which comes pre-charged with its own measure of e-liquid sealed inside. Disposables can be used instantly and easily thrown away once the battery or e-liquid has run out. blu® Disposables come in: Classic Tobacco, Magnificent Menthol, Vivid Vanilla, Carolina Bold, Cherry Crush and Glacier Mint flavors.

Draw

A draw is a term used to refer to the inhalation of vapor.

E-Cigarette

Also known as electronic cigarettes, e-cigs, vaporizers or cig-a-likes, a device used to inhale flavored vapor that can sometimes contain nicotine. E-cigarettes come in many different forms and are also available with different flavors.

E-Liquid

The liquid which is converted into vapor before it is inhaled.

Flavor Ghosting

When a vaper switches e-liquids, the flavor from the previous e-liquid can sometimes still be tasted with the newer flavor, and this is called Flavor Ghosting. To avoid this mixing of flavors, it is recommended that vapers either have separate clearomizers for different e-liquid flavors or thoroughly clean the clearomizer before making the switch.

Flooding

When refilling the clearomizer, e-liquid can sometimes find its way into the center tubing, which in turn can mean it gets into the mouthpiece. This is called flooding, and the best way to avoid it is by taking care not to get any e-liquid in the center tubing and ensuring the clearomizer isn't overfilled.

Hon Lik

The inventor of the modern e-cigarette, Hon Lik's pioneering work resulted in the creation of the first e-cig back in 2004. Hon Lik continues to work closely with Fontem Ventures, the owners of blu, to create innovative products and advise on future works.

mAh

An amp-hour refers to the amount of charge transferred with a steady current of one amp for an hour. mAh, which stands for milliamp-hour and is more commonly referenced in relation to e-cigarettes, is one-thousandth of an amp-hour. mAh is used to give e-cigarette users an idea of how powerful a battery is, but despite the common misconception, mAh does not denote the capacity of a battery.

Mods

Also called Advanced Personal Vaporizers (APVs), these e-cigarettes are used by more advanced vapers and can be personalized in terms of their appearance and power settings.

Nicotine Strength

The amount of nicotine in e-liquid is given as a percentage, milliliters or milligrams. blu uses milligrams to denote nicotine strength.

Ohm

Ohms measure resistance, and the lower the resistance, the more electricity will flow through the device. The ohm level can be adjusted on some mods to affect the way the device works.

Open System E-Cigarette

Open System e-cigarettes have a clearomizer which is filled with e-liquid manually. The e-cigarette can be disassembled to refill the e-liquid whenever it runs out.

Propylene Glycol

Propylene Glycol (PG) is also used in the production of food and plastics, amongst others, and is more commonly used than Vegetable Glycerin in the production of e-liquid. PG is generally thought to provide vapers with a better throat hit, offers a greater flavor intensity, and may clog up e-cigarettes less than Vegetable Glycerin.

Tank

A tank is a pre-filled container of e-liquid that can be attached to a Closed System e-cigarette and vaped instantly. Tanks cannot be refilled themselves but are easier to transport than e-liquid bottles as there is less chance of spilling. Tanks are available in a variety of flavors and strengths, and as the mouthpiece is contained within the tank itself, switching flavors with tank will not cause ‘flavor ghosting’ as is the case with Open System e-cigs.

Vaping

The act of inhaling and exhaling vapor, the exhalation that comes from an e-cig made up of small water droplets, from an electronic cigarette. Vaping can also refer to the general practice of using e-cigarettes as well as the specific act of inhaling and exhaling vapor.

Wick

The wick absorbs and then holds the e-liquid from the clearomizer. They are often made from either fabric or cotton, and blu's wicks are partially made from silica.

blu Product Guide

Donny: My blu Story

Charlotte, NC native, Donny, works as a full-time Customer Service Representative and was looking for something he could easily incorporate into his time on and off the clock.

While out with friends, Donny was first introduced to the blu PLUS+ and quickly realized vaping was a way to decompress without ever having to leave his desk.

After a quick shopping spree to stock up on supplies, Donny found himself with a bulky, complicated Mod device and a plethora of cords, liquids and parts to haul around. This was not the convenient, simple vape he'd first been introduced to.

Ultimately, Donny made the switch back to blu and found the ease and accessibility of the blu PLUS+ Rechargeable Kit to be more his style. In the kit, Donny was able to carry two blu PLUS+ devices in a compact case while charging a third at all times.

Wherever he goes, Donny can carry the kit on him with multiple devices on hand. He can even enjoy one of his new favorite hobbies from the comfort of his desk without disturbing his colleagues around him.

Meet Donny: The Master Craftsman

Real blu consumer, Donny, describes himself first and foremost as a “creator”. But after hardships in his personal life, he found himself with a lack of motivation and the passion to do the things he loved most.

Soon Donny found himself at a crossroads: He could either continue to live in his creative stalemate, or he could refocus his time and energy into something productive for him and those around him. Something better.

After turning his garage into a workshop, Donny took on more and more projects. With each project, his self-esteem grew, and the positive energy he was able to produce in his workshop began to spread into all areas of his life.

Holly: My blu Story

Holly, from Glenolden Pennsylvania, describes her ideal time with her blu as a relaxing drive, windows down, holding a fresh cup of coffee while listening to her favorite podcast.

An avid Classic Tobacco fan, Holly was excited to try our Gold Leaf flavor, a bright tobacco taste with a smooth and smoky finish. Holly found that this subtle taste contained hints of her favorite flavor combined with a bit of sweetness.

Meet Holly: The Caregiver with a Green Thumb

“Anything green, I can make it grow,” says real blu consumer Holly.

Upon entering Holly's backyard full of wildflowers, you'd swear you've been transported to a blossoming countryside. But Holly makes the backyard of her suburban home in Glenolden, Pennsylvania the backdrop for her ever expanding garden.

Around a campfire, with a cold beer, Holly finds herself enjoying the little things in life now more than ever. She also makes self-care and relaxation a priority in her everyday life.

After a string of deaths in her family, Holly realized that the role of caregiver had become the most dominant part of her identity. She felt that it was time to spend more of her life enjoying herself and less time looking after others.

Now, Holly spends her spare time in her garden taking care of a different kind of life, free of stress from the outside world.

Sinem: My blu Story

Real blu consumer, Sinem, had a bit of a rough start to her vaping journey. After trying other e-cigarettes, she was unable to overlook the bad flavors and discomfort she experienced with previous devices.

Then, almost three years ago, her mother introduced her to blu. Sinem describes her first time using blu as “love at first pull”.

The sleek, traditional design of blu feels natural in her hand and rests comfortably in her mouth. She's able to use her blu wherever and whenever she wants, and with a wide variety of delicious flavors, Sinem doesn't have to choose between comfort and taste.

When comparing her blu experience to her experiences with other brands, Sinem ranks blu as head and shoulders above the rest.

Meet Sinem: Power of Positivity

After years in a bad relationship, Sinem made her last and final attempt to pack her bags and make something better of her life.

Sinem moved to Virginia, found a new job with an awesome company, and along with her full-time roles as a mother and leasing agent, added a new role as a part-time student to the list.

Although she has a lot on her plate, Sinem's journey of self-improvement has given her the confidence to believe that anything is possible.

“The something better just keeps going,” Sinem says. “No matter how old you are, you can still achieve your goals and be someone better.”

Shoe Carnival: Tone of Voice

Five voice traits built out into a Do/Don't framework with example copy, guiding every email, social post, and campaign line written for the brand.

Shoe Station: Tone of Voice

A four-trait framework built to feel more elevated than Shoe Carnival's, while staying just as warm and easy to shop.