VLN Case

VLN® entered the market defined by a scientific attribute — reduced nicotine. While technically meaningful, the positioning lacked emotional connection and was difficult for consumers to quickly interpret. The opportunity was to translate a complex product truth into a clear, human-centered brand narrative.

The brand was being understood through chemistry rather than experience. Messaging focused on what the product was, not how it made the consumer feel. This created distance at shelf and limited emotional resonance.

The goal was to shift perception from a technical claim to a relatable, behavior-driven brand. 

I repositioned VLN from a science-led message to a human narrative centered on control, intention, and balance — shifting the brand from functional explanation to behavioral meaning. This reframing aligned the product with how consumers want to feel, rather than how it is engineered.

In parallel, the brand was directed to express a more elevated and intentional presence. I translated this premium mandate into a disciplined visual and structural system inspired by the clarity, restraint, and confidence often seen in high-end alcohol packaging — interpreted in a way that remained authentic to the cigarette category.

This informed:

• A refined, minimal packaging architecture emphasizing clarity and restraint
• Elevated typography and simplified hierarchy for confident shelf presence
• Controlled color and material expression reinforcing premium perception
• A balanced visual tone bridging modern lifestyle positioning with category familiarity

Together, these decisions allowed VLN to feel differentiated, intentional, and elevated while maintaining credibility within its category.

The brand was built on a simple behavioral insight: many adult smokers are seeking a greater sense of control, not restriction. “Control vs. Craving” reframed VLN as an intentional experience rooted in autonomy, clarity, and balance.

This platform informed:

• Brand voice and tone
• Messaging hierarchy
• Packaging communication
• Retail and campaign storytelling

The positioning informed a full brand ecosystem across:

• Packaging system and SKU communication
• Retail and point-of-sale storytelling
• Campaign messaging and visual direction
• Digital and consumer touchpoints

• Clearer consumer understanding at shelf
• Shift from clinical perception to lifestyle orientation
• Stronger differentiation within category
• Scalable messaging platform for future growth

Led the strategic repositioning of VLN from a science-led message to a behavior-driven brand centered on control, intention, and balance. Interpreted the premium business directive into a disciplined brand and packaging system, guiding visual language, hierarchy, and messaging to create a more elevated, intentional presence across packaging, retail, and campaign environments.