STRATEGIC APPROACH
From Brand Strategy to Product System
Packaging is often the most direct expression of a brand. My approach focuses on translating positioning into clear product architecture — balancing identity, hierarchy, and shelf behavior to create scalable and recognizable systems.
I lead packaging design at the system level — aligning brand, product, and consumer understanding into a cohesive structure that supports both differentiation and growth.
VLN Packaging System
Translating Behavioral and Premium Positioning into a Flexible Product System
The VLN packaging system was originally developed to support a stand-alone premium brand built around behavioral positioning and elevated perception. As market strategy evolved, VLN shifted into a flexible model — functioning both as a premium expression and as a line extension within established retail brands, including Pinnacle VLN and Smoker Friendly VLN.
This required the packaging system to adapt without losing clarity, credibility, or brand meaning.
Strategic Approach
The adaptable packaging framework emphasized:
- A disciplined hierarchy allowing VLN to live both as a premium expression and as a branded line extension
- Clear communication of VLN differentiation within existing retail brand architectures
- Refined visual restraint supporting elevated perception across multiple brand contexts
- Consistent messaging and structural logic to maintain recognition and credibility
This flexible system enabled VLN to scale across brand environments without fragmenting its identity.
Execution Ecosystem
The system was applied across:
- Stand-alone VLN premium packaging exploration
- Pinnacle VLN integration
- Smoker Friendly VLN integration
- Retail shelf communication and product hierarchy
Outcome
- Preserved VLN brand meaning across multiple product architectures
- Enabled scalable integration within retail partner brands
- Maintained clarity and differentiation despite structural shift
- Created a flexible system capable of supporting future brand evolution
My Role
Led the evolution of the VLN packaging system from a stand-alone premium concept to a flexible architecture capable of integrating within established retail brands. Directed hierarchy, messaging, and visual structure to preserve VLN’s behavioral and premium positioning while ensuring clarity, consistency, and scalability across multiple product environments.
Pinnacle Portfolio Expansion
Evolving a Core Line into a Scalable Product System
The Pinnacle brand originally consisted of a focused cigarette lineup — Menthol, Red, and Gold 100’s. As the portfolio evolved, the opportunity was to expand beyond a traditional core offering and build a scalable product architecture capable of supporting new formats, innovations, and positioning tiers.
Strategic Approach
I led the development of a structured product system designed to extend the brand into new segments while maintaining clarity, consistency, and recognition. The goal was to evolve Pinnacle from a limited product line into a flexible portfolio that could accommodate both category innovation and future growth.
Portfolio Expansion
The architecture was expanded to include:
- Pinnacle VLN — Reduced nicotine line extension aligned with behavioral positioning
- Pinnacle Cigarillos — Entry into adjacent product category
- Pinnacle Pure — Tobacco & Water product tier introducing a differentiated product proposition
Each extension was designed to integrate within a unified system while clearly communicating its unique role within the portfolio.
System Thinking
The expanded product architecture emphasized:
- Clear hierarchy from master brand to product tier
- Consistent packaging structure across formats
- Differentiation without fragmentation
- Scalable framework for continued portfolio growth
My Role
Led the expansion of the Pinnacle product architecture, developing a scalable packaging and hierarchy system that enabled the brand to grow beyond its core cigarette lineup into new product categories and positioning tiers while maintaining clarity, consistency, and brand integrity.
