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Nicorette Quitting Made Real
Brand Identity, Design System, eComm, Retail, Digital
overview
Nicorette is the original stop-smoking aid. The chewing gum on a mission to save lives. Four decades later, it serves over 80 markets worldwide—helping millions quit for good.
But nicotine addiction has changed. A generation that never smoked a cigarette is now dependent on it. As the brand expanded its certification to treat all nicotine users, a refreshed identity was needed. Not a reinvention. An evolution. Grounded in the equity that made Nicorette the category prototype.
CHALLENGE
A brand transformation across 80 markets. Nicorette had equity—and inconsistency. Colour drifted between touchpoints. Assets adapted locally until the brand lost its centre. The brief: modernise core assets, sharpen the palette, evolve the logo, build a system that scales without fracturing.
STRATEGY
Nicotine cessation is deeply personal. Nicorette shows up as an unjudgemental partner—supportive and optimistic without minimising the struggle. Our focus was restoring the authentic connection between the brand and the community it serves. Clinical rigour expressed with warmth. And above all, hope.
IDENTITY
Hope, expressed through light and radiance, became the North Star. Signature Evergreen and Aura create distinction and cohesion. Palo brings warmth to headlines—human, not clinical. The result: a fresh, expressive identity that feels unapologetically Nicorette.
APPLICATION
Campaigns, digital, in-store, HCP—all speaking the same language, distinctive everywhere. One system connecting every touchpoint, flexing across global markets, agencies, and teams. Wherever someone shows up ready to quit, Nicorette is already there.
OUTCOME
The rebrand reflects Nicorette's true character. Clinical expertise delivered with warm confidence. Fragmentation replaced by one unified global system. A brand that's genuinely rooting for you—and built to make quitting real.
KenvueGlobal Brand Design LeadIn close collaboration with the Nicorette brand team
🍒
Nicorette Quitting Made Real
Brand Identity, Design System, eComm, Retail, Digital
overview
Nicorette is the original stop-smoking aid. The chewing gum on a mission to save lives. Four decades later, it serves over 80 markets worldwide—helping millions quit for good.
But nicotine addiction has changed. A generation that never smoked a cigarette is now dependent on it. As the brand expanded its certification to treat all nicotine users, a refreshed identity was needed. Not a reinvention. An evolution. Grounded in the equity that made Nicorette the category prototype.
CHALLENGE
A brand transformation across 80 markets. Nicorette had equity—and inconsistency. Colour drifted between touchpoints. Assets adapted locally until the brand lost its centre. The brief: modernise core assets, sharpen the palette, evolve the logo, build a system that scales without fracturing.
STRATEGY
Nicotine cessation is deeply personal. Nicorette shows up as an unjudgemental partner—supportive and optimistic without minimising the struggle. Our focus was restoring the authentic connection between the brand and the community it serves. Clinical rigour expressed with warmth. And above all, hope.
IDENTITY
Hope, expressed through light and radiance, became the North Star. Signature Evergreen and Aura create distinction and cohesion. Palo brings warmth to headlines—human, not clinical. The result: a fresh, expressive identity that feels unapologetically Nicorette.
APPLICATION
Campaigns, digital, in-store, HCP—all speaking the same language, distinctive everywhere. One system connecting every touchpoint, flexing across global markets, agencies, and teams. Wherever someone shows up ready to quit, Nicorette is already there.
OUTCOME
The rebrand reflects Nicorette's true character. Clinical expertise delivered with warm confidence. Fragmentation replaced by one unified global system. A brand that's genuinely rooting for you—and built to make quitting real.
KenvueGlobal Brand Design LeadIn close collaboration with the Nicorette brand team
