IQOS Info Brochure

Client

Philip Morris International is one of the world’s leading tobacco and smoke-free product companies. Within the IQOS ecosystem, print and editorial assets play an important role in communicating product benefits, device options, innovations and service-related content in a consistent premium brand experience.

Industry

Consumer Goods

Mission

Continuously update and refine the IQOS information brochure to keep it visually aligned with the current brand world, product portfolio and communication priorities. The goal was to maintain a premium and consistent editorial experience while integrating new visuals, devices, tobacco variants, program updates and relevant campaign elements over time.

Target Group

The brochure was designed for adult consumers interested in learning more about the IQOS ecosystem, including devices, technology, tobacco variants, testing options and service-related benefits. It needed to balance information, orientation and brand experience in one coherent format.

Challenges

As the IQOS product world continued to evolve, the brochure needed regular content and design updates without losing consistency. New products, visual assets, communication priorities and service programs had to be integrated into an existing editorial framework while keeping the overall experience clear, premium and easy to navigate. In addition, selected updates had to stay aligned with broader campaign initiatives such as the 10 Years of IQOS branding.

Strategy

My role was to maintain and evolve the brochure as an up-to-date branded communication asset. This included refreshing the visual direction, integrating new product visuals, updating messaging and program-related content, and ensuring that all changes stayed aligned with the broader IQOS design language and campaign environment. Rather than treating the brochure as a static piece, it was managed as a living editorial format that had to remain relevant over time.

Tasks

• Ongoing updates of the IQOS information brochure

• Editorial design and layout refinement

• Creative direction for updated visual language

• Integration of new product visuals and launches

• Updating communication, messaging and program content

• Alignment with overarching branding initiatives, including 10 Years of IQOS

• Maintaining consistency across pages, sections and content types

Impact

The result was a brochure that stayed visually current and strategically relevant across multiple update cycles. It helped present the evolving IQOS ecosystem in a structured and attractive way, combining product information, technology explanations, portfolio overviews and conversion-oriented touchpoints within one cohesive editorial system. The integration of broader campaign elements also helped strengthen consistency between evergreen brand communication and temporary activation themes.

Disciplines

Editorial Design, Creative Direction, Brand Design, Print Design, Information Design, Campaign Adaptation