Project Overview

PAX Labs recently developed JUUL, the first e-cigarette to deliver satisfaction with game-changing chemistry in an elegant, modern design. JUUL’s patented juice formula delivers a revolutionary nicotine experience akin to a cigarette to meet the standards of smokers, with a liquid-to-wick cartridge system that enables consistent, flavorful vapor. Featuring new, integrated technology and chemistry, JUUL provides consistent, quality vapor. The indicator light communicates battery life. It’s easy to use; simply insert JUUL pod and draw.

Organisation

PAX Labs

Team

Adam Bowen, James Monsees, Krista Hunter, Steven Christensen, Cole Hatton, Ari Atkins and Chenyue Xing

Project Brief

To develop JUUL, PAX Labs started by closely studying the differences between cigarettes and e-cigarettes, and discovered something critical. All current e-cigarettes use nicotine in "free base" form, which doesn’t exist in cigarettes. In cigarettes, nicotine is instead found in a salt form. PAX Labs reverse engineered nicotine’s natural salt state to uniquely mirror the experience smokers expect with their proprietary e-liquid formula. Clinical studies with adult smokers comparing PAX Labs’ formula with the typical e-cigarette formula and cigarettes showed that JUUL delivers nicotine just like cigarettes, with superior satisfaction to typical e-cigarettes. The device’s design incorporates multiple innovative inventions: regulating temperature in real-time; a tiny microphone pressure sensor; a custom battery for size and efficiency; a patented delivery system; and their unique JUULpod heater coil crimping mechanism. PAX Labs optimized satisfaction, pocketability and performance in one sleek product.

Project Innovation/Need

Using product innovation to switch smokers from cigarettes could be the biggest public health opportunity in a century. Yet, current products fail to deliver on the promise. Over half of cigarette smokers have tried e-cigarettes, yet e-cigarette sales still represent only 2-4% of all tobacco sales. Most cigarette smokers return to cigarettes because e-cigarettes don't satisfy them the way that a cigarette does. The market is filled with me-too e-cigarettes that are only incrementally different and smokers wanted a compelling alternative. JUUL is intelligently engineered to be a completely user-friendly experience. PAX Labs patented technologies provide a much more efficient, effective device, while its juice formula provides best-in-class vapor quality: a smoother delivery and better nicotine satisfaction. The product regulates the temperature with real-time measurement to deliver the right amount of power with every puff. JUUL’s sophisticated design takes care of every detail so the user can simply enjoy the experience.

Design Challenge

The biggest engineering challenge was e-juice management. Most e-cigarettes use sponges to contain liquid, which make managing easier but sacrifice volume. PAX Labs on the other hand was committed to the device holding as much liquid as possible. The simplest design was a cylinder, but they believe e-cigarettes provide the best use experience in rectangular form. Instead of making JUUL as small as possible, PAX Labs optimized performance, pocketability aesthetics.

Sustainability

JUUL’s environmental impact boils down to our commitment to reducing excess waste in the world. We reduce by building products that last, so they won’t be replaced as often. This means choosing high quality, durable materials with components that are extensively tested for longevity. As smart products designers, we created JUUL to be rechargeable and not result in ash or butts. JUUL also comes with an industry-leading one-year warranty, which is incredibly different for e-cigarettes. In addition to our mantra of reduction, we go to great lengths to make sustainability possible, because it makes sense not only for the consumer, but for the environment as well.