IQOS Aftersales Brochure

Client

Philip Morris International is one of the world’s leading tobacco and smoke-free product companies. Within the IQOS ecosystem, after-sales communication plays a key role in helping new users get started, understand the product and connect with the broader service and loyalty environment.

Industry

Consumer Goods

Mission

Design and continuously refine an after-sales brochure that is handed out with purchases or included in orders. The goal was to create a premium and easy-to-follow printed touchpoint that supports onboarding, explains device usage and introduces customers to the broader IQOS service ecosystem.

Target Group

The brochure was created for adult consumers who had already purchased an IQOS ILUMA device or were about to receive one through an order. It was designed to guide new users through their first steps, explain product handling and encourage engagement with registration, support and loyalty services. This is visible in the structure of the brochure, which combines onboarding guidance, usage instructions, support offers and IQOS Club communication.

Challenges

The brochure needed to fulfill several functions at once. It had to explain the product and its benefits, guide users through setup and usage, introduce the TEREA portfolio and communicate service-related advantages such as registration, support and membership benefits. At the same time, the format needed to stay visually premium, easy to understand and fully aligned with the IQOS brand world. The PDF shows this balance across product education, step-by-step instructions for different devices, QR-supported support flows and loyalty integration.

Strategy

My role was to shape and maintain the brochure as a branded after-sales touchpoint that combines editorial clarity with customer activation. The design approach focused on structuring information in a clear sequence, keeping the visual language current and integrating new products, services and communication priorities over time. The brochure was not only informational but also designed to support onboarding, reduce friction after purchase and strengthen the connection between product, service and brand experience.

Tasks

• Editorial design and layout development for the after-sales brochure

• Ongoing updates of product, service and support-related content

• Integration of new visuals, devices and tobacco variants

• Structuring onboarding and how-to content in a clear editorial flow

• Maintaining consistency with the IQOS visual language and campaign environment

• Supporting communication around registration, support and IQOS Club benefits

• Aligning functional information with premium brand presentation

Impact

The result was a brochure that supported customers beyond the point of sale and turned a printed insert into a meaningful part of the brand experience. It helped guide users through setup, product understanding and first usage while also connecting them to service offers such as registration, support tools, IQOS Club and store touchpoints. In the brochure, this can be seen in the step-by-step device guides on pages 11 to 13, the service and registration communication on page 14, the IQOS Club messaging on page 15 and the store and support references on the final page.

Disciplines

Editorial Design, Brand Design, Print Design, Customer Experience, Information Design, After-Sales Communication