What is identity?
By definition, it is based on ethnicity, upbringing and shared cultural experiences, which are passed on from generation to generation. These hallmarks help to define who we are.
But identity is multi-faceted and complicated. For instance, a Chinese person can distinguish themselves even further by city (Beijing versus Shanghai versus Hong Kong). Adding to the complexity of identity is the new field of DNA testing. It has upended the very notion of identity. It is a field of science that can reveal a part of a person’s history, which may have been lost for thousands of years; and finding out about this forgotten link can reshape how a person is defined.
For example, we have seen those DNA commercials where a woman with an Irish last name, Irish grandparents on both sides, Irish cultural traditions and physicalities took a DNA test, which revealed she was more German than Irish. Through a simple kit, her long-held belief that she was 100% Irish is questioned and redefined. It raises new questions about how she views herself. Therefore, DNA is reshaping the identities of millions of people everywhere.
It is this very notion that influenced the original DNA brand and packaging. As an e-liquid, DNA takes its original identity from combustible cigarettes. It was inspired by the idea of being satisfied by placing a device between your lips to derive the immediate satisfaction of nicotine. And by design, the initial packaging and messaging of DNA mimicked the established and well-known tobacco brands. It borrowed its font type and color blocking design from tobacco. The look hoped to attract current smokers and convince them to make the switch from cigarettes to e-liquids.