Industry
FMCG
Client
Imperial Brands
Redefining Tobacco Branding
Global Design for Blu, Gauloises & More
In a competitive market shaped by regulation, cultural nuance, and shifting consumer expectations, Imperial Brands stands at the intersection of heritage and innovation. This case study explores the brand and packaging design journey for some of its most iconic products—Blu, Gauloises, West, and News. Working across global regions including EMEA and North Africa, the focus was on creating bold, culturally resonant design systems that connect with over 60 million consumers. From strategic concept development to execution across packaging, digital channels, and in-store environments, this work reflects the power of thoughtful design to drive differentiation at scale.
Key Outcomes & Impact
• Designed for four globally recognised brands: Blu, Gauloises, West, and News • Created brand identities and packaging tailored for EMEA and North African markets • Led development of digitally integrated assets, including social media toolkits and UX for product pages • Built culture-conscious visual systems aligned with legal and regional requirements • Contributed to brand visibility across retail touchpoints through POS, in-store displays, and print advertising • Reached a combined audience of 60M+ global consumers through multi-channel design execution • Delivered conceptual and strategic design work that elevated long-term brand perception