In this article...
Totally Wicked is embarking on a new chapter with the launch of a refreshed brand identity, set to go live on Thursday, 19th February. While our appearance is changing, we remain the same brand you've come to know and trust. The same commitment to quality and service continues to shape who we are, now with a fresh, more modern look and feel.
A rebrand can often spark questions, but we want to be clear: this is not a change in direction. It is a natural progression. As the vaping industry continues to evolve, so too must Totally Wicked. Our updated identity reflects our growth while staying true to the values that have made us what we are today, one of the UK's most trusted vape retailers.
This is the perfect opportunity to pause and reflect – to look back at the journey that has shaped Totally Wicked, not just as a company, but as a recognised name within the UK vaping community.
Every brand has a beginning.
So, where did Totally Wicked start?
Back when it all began.
Totally Wicked has been around for almost two decades now; time really does fly, and we've come a long way since 2008. It all began in Blackburn when Jason Cropper, a lifelong smoker, stumbled upon the concept of electronic cigarettes.
He almost immediately hit the streets, introducing smokers to this revolutionary idea. Their response? "Totally Wicked." Coining the name of a brand that would go on to challenge the tobacco industry, and help smokers break free from the shackles of the cigarette. Initially, Totally Wicked was an e-liquid-only business, but it didn't take long before we took our first foray into hardware.
Our journey over the years
Totally Wicked's journey has always been about more than products on a shelf. From the very beginning, it's been about building meaningful partnerships that reflect who we are and what we stand for, supporting adult smokers while staying closely connected to the communities we serve.
Our early retail partnerships helped bring vaping into everyday life. From 2017, Totally Wicked products began appearing in service stations and shops such as Euro Garages, followed by nationwide launches in WH Smith and Sainsbury's in 2019, widening access without compromising on quality or values. You may also have noticed our products appearing in ASDA since 2020.
Local sport has also played a significant role in our journey. Our partnership with Blackburn Rovers FC began in 2018 as a training kit sponsorship and evolved into a front-of-shirt deal that ran for six seasons. In rugby, our long-standing support of St Helens Saints remained strong, including a nine-year naming rights partnership for the Totally Wicked Stadium. If you're a motorsports fan, it's little known that Totally Wicked also sponsored an all-disabled racing team, BRIT, from 2017 to 2018.
Alongside this, we have continued to support community initiatives and were the first company to sign up with Veolia to pioneer their drop-off recycling programme for used vapes.
We've always aimed to be much more than a vape retailer, and our people-first approach to vaping and healthier lifestyles should be encapsulated in what we do, not just what we sell. We’re far from done supporting the community, and we will continue to deliver the same mindset through this rebrand and beyond. Just because you can't see Mr Wicked anymore doesn't mean his core principles are gone.
Who the devil is Mr Wicked?
Mr Wicked, the face of our brand for the past 18 years, has been the staple of Totally Wicked from the very beginning. He represents our mission to challenge the grip of the tobacco industry and offer smokers a better alternative. As our marketing executive, Jonny Eccles, said when celebrating 15 years of Totally Wicked: "The mischievous grin of Mr Wicked personified the challenger spirit at the core of our brand." That spirit remains at the heart of everything we do today.
While we've always been a devil to tobacco addiction, the devil as a symbol can carry strong, often negative, connotations. From the very beginning, we've put people first, and as we've grown, we've recognised the need for our visual identity to better reflect that commitment.
This evolution represents a natural step forward. A move beyond our edgier beginnings toward a more refined and confident presence, and one that aligns with who we are today. It's a look and feel designed to match our position as one of the UK's most trusted vape retailers, while still preserving the challenger spirit that made Totally Wicked stand out in the first place.
What's happening to stores?
In short, not much is changing. Totally Wicked proudly operates over 150 stores across the UK, and they're certainly here to stay. That said, like our industry-leading online store, they are receiving a fresh new look – a modern update designed to reflect the way we operate today.
Our staff will remain just as helpful, our products just as innovative, and our e-liquids just as quality-driven. Over time, you may notice brand-new product packaging as it is gradually introduced across our stores and online.
So, why rebrand now?
The vaping industry continues to evolve, and so do the expectations of the people we serve. As regulations, technology, and consumer understanding advance, it's important that Totally Wicked continues to uphold the standards we've always upheld. This moment felt like the right time to evolve our brand in a way that better represents who we are today – a community-driven business, focused on people-first and committed to supporting adult smokers with a credible alternative.
This rebrand marks the next step in our incredible journey, not a change in direction. It reflects our growth, our responsibility as a trusted name in vaping, and our determination to move forward with purpose. While the look may be new, the values that define Totally Wicked – quality, integrity, and care for our customers – remain firmly at the core of everything we do.
