atmospheres and an intensive campaign
of visiting vape events around the world,
which has not let up since day one, has really
paid off.
Paul added: “The weirdest thing is travelling
the world and finding that people know
who you are. In Malaysia for example, the
exhibitors at a show didn’t think Vapouround
would be present, and when we arrived we
were being pulled aside to take photos and
sign merchandise and being thanked for what
we’ve done for the industry. In America, we
get a hero’s welcome and now, no matter
where we go, people have heard of us and
want to be associated with us.”
In a world where branding is everything —
sometimes the difference between a friendly
reception and deep consumer devotion — the
smallest things can help in the largest ways.
concept. After trying and failing to equal it by
using the letters ‘VR’ we tried ‘VM’ instead.
Katie’s design was an instant hit. Now those
letters personify vaping.”
While a lot of ground has undoubtedly been
covered in two years, the Vapouround team
has no intention of sitting back and taking it
easy. The idea is to build on the strength and
success of Vapouround and then take it to the
next level and the level beyond that.
Paul concluded: “We go to trade shows
and exhibitions and see companies that
had single stands when we met them, now
enjoying huge boosts after advertising with
us. We’ve benefi tted from a boom and now
we’re helping others to benefi t from that boom
also. We’re kingmakers; companies come
to us and discover a whole new gateway of
opportunity.”
“
I knew we were onto
something, but never in
a million years could I
have dreamed it would
happen this quickly.
“
Paul took this opportunity to highlight what he
considers a huge triumph in the Vapouround
story, the creation of the Vapouround logo.
“The story of Vapouround’s logo goes back to
a very early business trip to the States when
members of the team were in Las Vegas.
“The logo we used for our fi rst magazine was a
stock image because we wanted to get it out
in time for Vape Fest and we had only around
two-and-a-half weeks to get the magazine
out there.
“I was unhappy with the logo and wanted it to
be changed as soon as possible to something
which refl ected the identity of our business.
“In Vegas, you’re constantly surrounded by
bright lights and fl ashing logos, all competing
for your attention. I spent ages looking,
trying to see what made them special and
what I could learn. Then I saw the logo for a
nightclub at the MGM Grand called Hakkasan
and it was perfect.
“I was with Katie, our head of marketing, who
has a background in design, and she worked
on a number of logo ideas based on this
It is clear that Vapouround has come a very
long way in a relatively short time but there
is no suggestion that Paul and the team will
be taking it easy any time soon. If anything it
is quite the opposite as new goals and new
challenges are constantly being set.
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