Nicorette Brand Experience + Packaging

In an effort to push the Nicorette brand beyond packaging, I worked directly with our Creative Director to create a comprehensive journey of how smokers would interact and engage with Nicorette Sensic. Ultimately, as a result of this work, we were able to convince our partners to do consumer testing that involved not only the packaging, but a prototyped website, e-commerce site, and social media. This paved the way for many future projects to start building brand journeys and thinking beyond the shelf. Below are some of the concepts sketches we developed to show how these ideas could come to life.

Traditionally, over-the-counter medicated products are complex and do not extend much beyond the retail shelf. They lack a backstory, community, or support. We wanted to change that with our design for Nicorette Sensic, a connected quitting system that uses a mobile app and e-inhaler to track progress. Since success in quitting smoking depends largely on a personalized approach that connects you with other quitters, curates relevant medical information, and dispenses on-demand advice and support, we sought to create a brand experience that mirrored that of the quitter’s journey and supplied them with those features.

One concept that we designed for the packaging involved using a new brand name, Sensic, under the Nicorette umbrella, but clearly differentiated from most of their other offerings.