An online vape store in Middelburg, South Africa. Inspired by one of the owner's favourite cars — a Beetle.
The project brief contrasted refillable vape products with disposable products and called for an identity that could make the retailer easy to recognise online. This page describes the brand concept and does not make health or safety claims about vaping.
The concept centres on an online retailer identity, with a visual system intended to give its product range a recognisable presence.
A bold, high-contrast identity built for an online vape store to stand out at a glance — drawing from the owner's favourite car and the industry they're trading in.
WEY / BEETLE JUICE
Beetle Juice is a vape retail concept for Middelburg, inspired by the owner’s favourite car. This page documents the identity work and makes no claims that vaping is safe or health-improving. Product and health information for a business in this category needs to be accurate and reviewed before it appears on a live website.
The visual direction uses high-contrast black, white and red, distinctive display lettering and a playful illustrated character. These elements connect the Beetle name to packaging and an online storefront concept without making every application identical.
A functioning retail website would need its own agreed scope for the catalogue, age-appropriate content, payment and delivery details, and any relevant requirements for the business. Those decisions come before interface design; they cannot be inferred from the identity alone.
The case study includes identity applications such as logo artwork, packaging and digital advertising mockups. These pieces demonstrate a visual direction; a mockup is not evidence that a complete online store was built or launched. Keeping that distinction clear helps a visitor understand what the project shows: brand recognition and presentation for a retail concept, rather than a finished ecommerce platform.
If the concept were developed into a store, the website would need accurate product names, descriptions, sizes, prices and stock information. It would also need a clear route through browsing, checkout, payment and delivery information. For a vape retailer, the business would need to confirm the current requirements that apply to its products and how they may be presented before publishing any commercial content. Those content and operational decisions belong in the project brief, alongside the visual design.
The visual system can then support the shopping experience. Consistent naming and packaging help distinguish products, while legible product details help visitors compare them. Mobile layouts need to keep those details easy to read and actions easy to reach. This is a possible direction for future website work, not a description of deliverables included in this identity concept.