portfolio
Imperial Brands is a global consumer-focused organisation and the world’s fourth largest international tobacco company. I contributed to the creative development of brands such as blu, Gauloises, West, and News, delivering impactful design solutions across international markets.
Operating across diverse regions with strong cultural identities, Imperial Brands needed product and brand design that resonated locally while aligning with global standards. The task was to develop packaging, promotional materials, and brand assets that balanced innovation with compliance, targeting over 60 million consumers.
Through culture-conscious design adaptation and strategic brand development, I led the creation of visual identities, packaging systems, POS materials, and customer-facing digital and print assets. By combining market research with brand storytelling, I delivered cohesive, high-impact work across EMEA and North African markets—translating insights into meaningful brand experiences.
