Before we ever get into Illustrator, before we ever pick a color — we ask: What feeling does this product evoke? For us, the emotion is most important. Always.

Made for Emotion, Not Beauty

We design for someone, not for trends.

Every product begins with a question: Who is this for? What are they into? What do they wear, watch and listen to, touch?

We then form an emotional objective from there. Is this product intended to pacify? To energize? To provoke curiosity, or maybe recognition? Only then do we start to work on form, color, feel, and interaction.

We believe, like Apple does, that the object itself should give you pleasure, even before you turn it on. The materials, the tactile sensations, the animations, the proportions — each detail matters.

Moodboarding the Ritual

After we settle on an emotional and functional target, we put it within a structured system.

We use Miro (boards to map the concept, visual references collecting from Pinterest, Behance, Dribbble) and often let’s produce AI style directions (just to see how far the idea can go).

One example:

When creating FUMIX NANO, we were inspired by the Behance project— Zen Pen — Zen Pen by Pavel Emelyanov — with its gentle, lapping tactile lines of meditation. That texture on the surface isn’t just decorative—it provides a moment of calm in use. A little sub-ritual embedded in the product.

That’s just what we go for.

Automation Meets Craft

There’s more than just creativity behind the way we design, but also smart systems that help us scale without losing quality.

For example, we’ve built:

• Custom Illustrator scripts to copy for localizing 20+ packaging SKUs in a quarter of an hour.

• An automated system that produces the legally compliant marks and ingredient disclosure for each country we are distributed in.

That allows us to remain flexible, precise, and quick—whether with packaging, filter, or entire product rollouts. So, yes — we love color and form. But it’s about regulation, logistics, automation, too.

That’s because design isn’t just skin deep—it’s the architecture behind how things function.

Ritual Is the Goal

We are not designing packaging or devices. We design rituals. Micro-moments of power, of release, of equilibrium.

Everyone on the team vapes. We know what makes the good times so much fun. That’s why we think of every device, every filter, every surface as a tile in a bigger picture. FUMIX is not just a product. It is an expansion of your day. A pause. A recharge.

It should feel good—at every point.