Was Granny a punk? How e-liquid brands tap the nostalgia vein

They say nostalgia isn’t what it used to be, but it’s a time-served element in many a successful brand – and e-liquid companies have found it a useful tool to create an image.

Take the homely Granny’s Pie line, from the US-based Tasty Flavors. The brightly coloured packaging features a cartoon elderly woman who lovingly offers out a slice of pie. The range of flavours (Apple Crisp, Strawberry Pie and Lemon Tart) work well with the theme, conjuring feelings of warmth and happiness.

Riot Labs’ new brand Punk Grenade is a gritty take on the 1970s punk era, based on the bullet design and strawberry lemonade Pink Grenade flavour made popular by core brand Riot Squad.

Employing a niche reference can lure new customers. The UK’s SVC Labs found its niche in a typical ending to a night out – the brightly coloured, humorous brand Chicken Shop e-liquid, with its unique flavour profile.