Vuse & Velo
by RJ Reynolds
Overview
RJ Reynolds committed to eliminating combustible cigarettes by 2028, accelerating investment in next-generation nicotine platforms. I led industrial design across multiple vapor programs, shaping product architecture and user experience within strict regulatory constraints.
What defined the work
Led industrial design programs across multiple vapor platforms from concept to production.
Navigated complex regulatory constraints without diluting product differentiation
Identified a white space opportunity within the disposable vapor category. Contributing to a strategic R&D program rethinking the core value proposition of disposables
Impact
Delivered brand-defining products within strict technical and regulatory constraints — proving design remains a competitive advantage, even on a narrow playing field.
