Design Takes Center Stage: Geekvape’s SOUL II Signals a Shift in the Vaping Industry

Shenzhen, China – November 3, 2025 – In a market often focused on performance and cloud production, Geekvape is making a bold statement: design matters. The company’s latest vaping device, the SOUL II, has been awarded the prestigious 2025 MUSE Design Gold Award, a recognition usually reserved for consumer electronics and automotive design, signaling a potential shift in how vaping products are perceived and marketed.

While function remains crucial, the SOUL II’s win begs the question: is design becoming the new battleground for vaping brands? And what does this emphasis on aesthetics mean for a market increasingly subject to scrutiny and regulation?

Beyond Vapor: A Focus on Form

The SOUL II isn’t just about delivering nicotine; it’s about how it delivers it. Inspired by minimalist aesthetics and featuring a unique semi-transparent electroplating finish, the device is a departure from the often-utilitarian designs common in the vaping world. Its aluminum alloy construction, combined with a soft-touch paint option, aims to elevate the user experience beyond simply replicating the sensation of smoking.

“The vaping industry has historically focused on technical specifications and power output,” explains an industry analyst who requested anonymity. “But consumers, especially younger ones, are increasingly driven by design and brand image. They want a product that not only performs well but also looks good and reflects their personal style.”

The MUSE Design Award isn't merely an aesthetic accolade; it's a validation of this shift. The award, known for recognizing innovation and quality in various design disciplines, has previously honored products from leading brands like Dyson and Apple, raising the bar for design excellence.

The Rising Influence of Aesthetics

The emphasis on design isn't limited to a single product or brand. Competitors are also increasingly paying attention to aesthetics, launching devices with sleek designs and premium materials. VOOPOO’s Drag X Plus, for example, boasts a high-performance engine but also features a sophisticated design language.

However, some industry observers believe Geekvape’s award could accelerate this trend. “Winning a prestigious design award provides significant marketing leverage,” says a marketing consultant specializing in the vaping industry. “It helps brands differentiate themselves, attract new customers, and command premium pricing.”

This differentiation is crucial in a crowded market where many products offer similar functionality. Design provides a unique selling proposition, allowing brands to appeal to consumers seeking a more sophisticated and personalized vaping experience.

Navigating Regulation & Responsible Marketing

The growing emphasis on design also raises important questions about regulation and responsible marketing. The vaping industry is already subject to strict rules governing product safety, advertising, and youth access. Some advocates worry that a focus on aesthetics could inadvertently encourage underage vaping.

“There’s a risk that appealing designs could attract younger consumers who might not otherwise be interested in vaping,” says a public health advocate. “It’s crucial that brands prioritize responsible marketing and avoid targeting youth with their designs and advertising campaigns.”

Geekvape maintains that responsible marketing is a top priority. “We are committed to ensuring that our products are marketed responsibly and that we adhere to all relevant regulations,” a company spokesperson stated. “Our focus is on appealing to adult vapers who are looking for a premium and stylish vaping experience.”

The FDA and other regulatory bodies are closely monitoring the industry’s marketing practices and are likely to scrutinize any designs or campaigns that could be seen as targeting youth. Brands must strike a balance between appealing to adult consumers and avoiding practices that could contribute to underage vaping.

Is Design the New Competitive Advantage?

The success of the SOUL II and the growing emphasis on aesthetics suggest that design is becoming a key competitive advantage in the vaping industry. By prioritizing form as well as function, brands can differentiate themselves, attract new customers, and build stronger brand loyalty.

“The vaping market is maturing, and consumers are becoming more discerning,” says the industry analyst. “They’re looking for products that not only meet their needs but also reflect their personal style and values. Design is playing an increasingly important role in meeting those expectations.”

However, design alone isn’t enough. Brands must also deliver on performance, safety, and regulatory compliance. The most successful vaping companies will be those that can seamlessly integrate design, technology, and responsible marketing practices. The SOUL II’s award isn't just a recognition of its aesthetic appeal; it’s a sign that the vaping industry is undergoing a transformation, with design taking center stage.

The competition is heating up, and the brands that prioritize innovation and creativity will be best positioned to thrive in this evolving market. As the vaping industry matures, expect to see more companies recognizing that a beautiful product is often just as important as a powerful one.