ZYN Nicotine Pouches

As a tobacco-less smoke-less alternative to cigarettes, Zyn wanted to stake its claim in the market and speak to a broad category of consumers. To establish its place in this rapidly evolving market, Zyn needed an adaptable identity that could grow alongside its audience.

Caliber was tasked with finessing the look of the logo to give it more broad appeal while keeping its established clean sleek look. We refreshed the packaging as well, creating a simple and bold design aesthetic with a strong color system and an international vibe. While the current product solution has evolved, many of those core values and principles can still be seen in the identity today.

A series of headlines for the ad campaign and diverse imagery created an approachable inclusive tone. With 7 million smokeless tobacco users in the U.S., ZYN’s identity needed to reflect the breadth of its audience. Images and messaging needed to feel versatile and relevant to a wide range of consumers. Lines such as “Find Your Zyn” encouraged anyone to explore not only the flavors of Zyn, but the experience. The resulting work created quite a buzz.