How We Build Products That Go Against the Grain

Most brands play it safe. We don’t.

At FUMIX we never tried to be shocking or rebellious for the sake of it — we just refused to make design for design’s sake. We are not here to be trendy or to fit a mold. It’s to make something with a soul, something which makes sense for this product, in this context, with our vision. Every product begins with a philosophy of its own. We enter each one as its own idea — not a copy-paste template. That’s how we know we’re not doing it wrong like everyone else. In a rapidly individualizing world, we think products should be no different. We’re not saying we’re reinventing the wheel — just remixing it, like an artist: adapt, mix, evolve.

It Begins with a Spark (Occasionally at 3AM)

Ideas aren’t parachuted in from moodboards or market reports — not, at least, for us.

They often appear mid-set at the gym. Random times during hookah or whatnot. Every so often, someone will spitball a mad idea at a team stand-up and we go, “You know what? That’s genius.” This is something we have on the team who eats alive — dare them, and they will come back at you with a crazy idea that’s full of meaning and metaphor. After they write it, tape up the spark and pitch it, we end up polishing it a little (or not) and publishing to our designer. And 9 times out of 10? They hit it the first time around.

The Process? Fluid, Not Linear.

We don’t have a set pipeline. Energy follows its own path — sometimes we lose sleep because we can’t get the filter design just right, sometimes we spend a million hours working on the package until it’s like something snaps into place. I guess the point is that the end result feels just right.

And yes, we always prototype. Test. Tweak. Repeat.

If something fucks up — we improvise. And sometimes those “forced fixes” produce the best features. Magic isn’t always planned.

Form, Function and the Law

We start with the idea — not the regulation.

That’s intentional. Many of our best product breakthroughs arose from team members who didn’t know all the rules. They come with new eyes to propose what we’ve long dismissed as “impossible.” And sometimes, they’re right. Of course we consult the law later — we respect it. But we won’t let that choke off the creativity at step one. As for what’s most important?

User experience, no contest. Looks matter. Function matters. But if the hit is no good, the rest is irrelevant.

Innovation That Resonates Differently

Our latest trick? Specially designed for markets with flavor bans. Smooth and flavorful filter. We had discovered a means of providing full, rounded flavor without violating the rules. And for former IQOS or cigarette users, our soft-touch filter gives you a similar mouthfeel — which is perfect for easing into your new nest. It’s more than comfort. It’s memory, ritual, and effortlessness of transfer — all wrapped up in one.

The Vibe We Live By

FUMIX is a vibe. A moment. A mental reset.

Everyone here vapes — at the office, in meetings, after calls. It allows us to decompress, contemplate, clear the mind. Vaping isn’t a guilty habit for us. It’s part of a balanced life. A high-energy life, yes — yet one that allows for pause, presence, pleasure. And that is the sort of experience that we build into every product.

It’s not just vapor. It’s not just branding. It’s intention — and it hits in a different place.