Jiyoun Kim Studio, with BAT’s UK headquarters, carried out the next generation e-cigarette device design project. BAT’s GLO brand, while vastly successful in East Asian markets such as Korea and Japan, was in need of a image renovation. GLO’s distinguished style had many loyal fans, but at the same time it could be seen predictable or even boring.

In an effort to establish a new product design identity which can represent a new brand image, Jiyoun Kim Studio and BAT agreed that the somewhat standardized form factor of previous products had to change. A novel form factor utilizing a more thinner battery and a heating engine with improved design was proposed. By employing an extrusion molded aluminum body, production cost could be minimalized while improving design integrity. These ideas came together to complete GLO Pro Slim’s unique shape that shows heating engine and battery part’s height difference as it is.

Jiyoun Kim Studio participated in the whole process of this BAT project, including planning, developing, producing. Four colors targeting the global market-white, yellow, navy and gray- were recommended and soft finish was applied to the surface to maximize the pleasure of tactile sensation. GLO Pro Slim was first introduced to Japan market in fall 2021, and is scheduled to be released worldwide.