Challenge
Develop mature category leaders where conventional communications are heavily restricted and brand differentiation must be built through positioning, product roles, packaging, design and portfolio architecture.
International tobacco company
Strategic support for market-leading brands in a highly regulated category.
My role
I lead strategic projects across brands and product ranges: from research and positioning to portfolio roles, product propositions and design guidance.
Strategic solution
Connect brand, product and portfolio decisions as one system: clarify roles, develop propositions for new ranges, support premiumisation and guide users between categories.
Outcome
The work is protected by NDA. I can discuss the types of challenges, strategic logic and my role in detail without disclosing confidential information.
What I delivered
- 01Research synthesis
- 02Positioning and brand platforms
- 03Portfolio and range roles
- 04Product propositions and reasons to believe
- 05Flavour and range architecture
- 06Packaging and design guidance
Asset 01 · Key VisualMaterials available in a private presentationNot for public release
Asset 02 · DetailAnonymised portfolio roles frameworkPhotography, layout or interface
Asset 03 · ContextAnonymised product architecture exampleReal-world application