Background
Minera was the first IQOS device designed and launched globally from Japan. While IQOS has traditionally leaned into energy and excitement, this project called for a different approach. Calm, soothing, and elevated. Our role covered the full journey, from research and material exploration to product development and launch.
Idea
Minera took its inspiration from minerals and the way they naturally crystallize into rare, elegant patterns. This harmony in nature informed the colors, materials, and surface finishes of the device. This Limited Edition was designed to feel grounded and tactile, inviting users to pause and reconnect with the elements that inspired it. The Result: Minera became the first limited edition in IQOS history to sell out in under 24 hours in Japan, validating the shift toward a calmer, more refined narrative for the brand.
Category:
Film & Photography
Client:
Phillip Morris - IQOS
Duration:
2023
Location:
Tokyo, Japan
