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IQOS Iluma Contemporizes Heated Tobacco Packaging

by Chloe Gordon on 04/25/2022 | 3 Minute Read

IQOS created a heated tobacco device for adults with packaging that's sleek and modern. Designed by the in-house team, the elevated design concept creates space for the products to speak for themselves. Besides being tremendously elegant, the packaging also boasts sustainability measures to remove non-recyclable elements.


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IQOS is a brand offering heated tobacco devices for use by adults who would otherwise continue to smoke or use nicotine products.

The brand recently released its new IQOS ILUMA product family, with its latest innovative Induction technology, specifically designed to heat tobacco from the inside, to provide a simple experience that does not require cleaning.

The in-house design team worked on the packaging design, and the result is a straightforward and sophisticated design.

The modern graphics also help elevate the design, allowing the technology and product to speak for themselves eloquently.

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The team has designed a custom packaging system for the IQOS ILUMA device. The box system is modular and designed to fit perfectly across the product family.

Inspired by IQOS ILUMA’s product design, the Smartcore Induction System logo, and the packaging’s visual communication uses bold and unassuming graphics as abstract interpretations of the products inside of the boxes – specifically the hero accessory – the RING that allows personal customization.

Furthermore, the typography, illustrations, die cuts work together to create a minimalistic yet captivating design for the full range of customization accessories.

As for the design of the packaging structure, the IQOS Iluma packaging is designed to complement the modest and modern experience delivered by the device inside.

The packaging structure includes clever details like the lid doubling as protection for the devices, bespoke inner paper pulp compartments to perfectly house components, and grouping pack elements to create a layered unboxing experience - it all fits perfectly together.

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The structural design of the device packaging went on to inspire the creation of the structure of the accessory packaging.

Both the device and accessory packaging structure led to the creation of an ownable designed family language throughout the IQOS packaging portfolio.In addition to the great design and unboxing experience, the packaging design of the device and accessories have made tremendous strides in the removal of non-recyclable elements, material use minimization, and void optimization. The packaging design had a positive cost impact with no trade-off in consumer experience nor compromise on the look and feel. To name just a few improvements, our new IQOS Device packaging has no magnets, no plastic shrink film. We've seen an impressive 39% decrease in CO2 emission and over 30% reduction in plastic use when compared to the 2018 IQOS Device packaging.

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The new Accessory packaging has also improved on the minimization of plastic windows and EVA foam trays seen in previous 2018 packaging. Plastic windows have been replaced by graphical die-cuts in the lids of the package to reveal the bright color and premium materials that lay underneath. Furthermore, the overall construction of the pack structure has been simplified to reduce complexity in manufacturing and the reduction of the overall footprint helps to optimize the shipping volume and weight.

IQOS ILUMA is a heated tobacco device for use by adults who would otherwise continue to smoke or use nicotine products. IQOS is not risk-free and delivers nicotine which is addictive. The best thing any adult smoker can do is to quit tobacco and nicotine altogether. However, moving to a smoke-free alternative is a better choice for those that would otherwise continue to smoke.

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