Zone: A Snus Brand from Sweden to the UK

Zone is a Swedish snus brand making its first move into the UK market - a category that was new to British consumers and required careful brand localisation without losing the product's confident, Scandinavian edge. My role was to adapt the existing global identity for a new audience and build the full creative toolkit for launch - from brand guidelines and social templates to high-visibility out-of-home placements and event activations. The challenge wasn't just design execution, it was translating a brand's personality across a cultural and regulatory context it had never operated in before.