REJO Unveils New Brand Concept at EVO NXT Exhibition

[Milan, Italy-April 07, 2025]-REJO, a pioneering global provider of heat-not-burn solutions, is excited to unveil its refreshed brand identity, further solidifying its commitment to delivering innovative and reliable products to consumers worldwide. This announcement underscores REJO’s continued mission to promote mindful lifestyle choices through innovation, while working towards a more mindful future for smoking.

Refining Our Identity: Embracing Innovation for the Future

REJO’s updated visual identity features a vibrant color palette centered around a warm, inviting shade of green, symbolizing comfort and warmth. The redesigned brand icon-an extended “O” with a petal-like shape-represents REJO’s advanced heating technology and reflects the company’s dedication to quality and innovation, while emphasizing a stylish and dynamic aesthetic.

In recognition of the importance of taking moments to recharge, REJO introduces a new slogan, “Take a Break. Take REJO.” This slogan positions REJO as the ideal companion for moments of respite, supporting users on their journey toward a elevated lifestyle through continuous innovation.

European Market Entry

As part of the European market entry strategy, REJO is forming key regional partnerships and strengthening distribution channels with enhanced point-of-sale materials. A series of regional events will also be launched to deepen engagement and build stronger connections with local communities.

Driven by a commitment to customer-centric innovation, REJO is focused on delivering innovative and reliable products tailored to the European market. Through the REJO Club Fans Community, the brand aims to foster lasting relationships and inspire a new approach to the traditional five-minute break-transforming it into a meaningful moment of connection and recharge.

Furthermore, REJO is committed to building the local team with processing the regional entity to ensure compliance with local regulations, including Tobacco Products Directive(TPD), Poison Centre Notification (PCN) and Track-and-Trace registration. These foundation steps have already been completed in many European countries, showcasing REJO’s strong commitment and capability to lead the way in this crucial strategic HNB market.

Commitment to Innovation

Ray Hou, HNB Product Director at REJO, was invited to participate in a panel discussion at the EVO NXT Exhibition, where global industry leaders gathered to explored trends and innovations in Next Generation Products alongside pioneering figures from the tobacco industry.

During the discussion, Ray expressed his admiration for industry leaders paving the way toward a smoke-free future with their technological advancements in harm reduction. He emphasizes REJO’s recognition that such progress is built upon ongoing research, systematic breakthroughs, and a relentless focus on micro-innovations.

Ray demonstrated REJO’s commitment to innovation through over 300 trials, overcoming key challenges in balancing aerosol and aroma on a granular base. By precisely adjusting the herb rod to enhance absorption and lock in the aroma, REJO ensures the product maintains its integrity for up to a year, offering a longer shelf life and a consistent experience.

He also shared his confidence in the long-term development of HNB products as part of the broader category of novel tobacco products, particularly in terms of product structure and the similarity in smoking behavior. REJO’s R&D team remains dedicated to advancing technological innovation, pushing boundaries to create mindful and innovative alternatives that elevate the user experience.

About REJO

REJO is a pioneering global provider in heat-not-burn solutions, crafting innovative and reliable products that redefine the smoking experience. 

In partnership with REJO Friends, we are committed to delivering exceptional user experiences worldwide. Our diverse product portfolio champions healthier alternatives, setting a new standard for mindful consumption.

For more information about REJO and its products, visit www.rejonow.com