JTI Nordic Spirit Brand Refresh

As nicotine pouches continue to grow rapidly in the UK, Nordic Spirit needed to work harder on shelf while helping retailers better guide existing nicotine users. The brief was to refresh the brand to increase stand-out and bring greater clarity to the category at the point of sale.

Inspired by the ‘North Star’—a symbol of guidance and direction—and developed in close collaboration with the McCann Central team in Birmingham, the creative platform anchored a bold and cohesive visual identity. This was rolled out seamlessly across digital, print, and activation, creating a consistent and impactful brand experience across every touchpoint.

My role: Art direction, key visual concept development, design rollout across digital and print, and activation concepts and visualisation.