EOS

Premium nicotine pouch concept brand designed for clarity, control, and discretion in fast-paced urban environments.

 

Strategy-led brand and packaging system translating the concept “ABOVE THE NOISE” into a disciplined visual language inspired by elevation and precision.

Project Context

Sodano AG

In-house

Nicotine pouches

Lead

Zürich

Disciplines

Brand Strategy

Brand Identity

Packaging

Art Direction

Print Production

Role

  • Led brand strategy and packaging design for a premium nicotine pouch concept.

  • Defined positioning, target persona, and competitive landscape to establish a clear premium differentiation.

  • Designed the EOS identity and scalable packaging system including logo device, graphic language, and flavour-coded variants.

Work Overview

An overview of the main channels and deliverables I owned in this role.

Brand Strategy

Brand Identity

Packaging

Product Architecture

Brand Strategy

EOS was developed as a premium pouch system positioned around clarity, control, and discretion in fast-paced urban environments. The strategy reframes functional pouch use as a modern, intentional ritual rather than a lifestyle signal, anchored by the promise ABOVE THE NOISE.

Role

  • Defined the customer problem, target persona, and competitive landscape.
  • Established positioning, archetype, and communication principles to guide all design decisions.
  • Translated strategy into clear system constraints for identity, packaging, and navigation

Brand Identity

EOS builds a calm, trust-led identity system using elevation as a metaphor for clarity and orientation. The system is anchored by the EOS wordmark and a signature “O” cut by a line that suggests both the horizon and mountain elevation, supported by a topographic pattern language that scales cleanly across touchpoints.

Role

  • Designed the EOS wordmark and the signature “O” device as a modular identity element.

  • Defined the topographic contour pattern as the core graphic language for consistency and repetition.

  • Set the brand voice and expression principles to keep the identity precise, calm, and not hype-driven.

Packaging & SKU System

EOS packaging is designed as a calm, engineered system built for clarity, premium restraint, and fast navigation. A consistent label architecture, topographic texture, and controlled accent coding allow the range to scale across flavours, strengths, and product lines while keeping hierarchy and finish behavior consistent.

Role

  • Designed the label layout rules and hierarchy to prioritize scan speed and clarity.
  • Defined the finish system: matte chrome EOS signature block with metallic/iridescent variant accents and subtle spot-UV texture.
  • Built the variant logic for flavour and strength tiers so new SKUs can be added without changing the core structure.

Product Architecture

EOS is designed as a dual-line pouch system—Nicotine and Energy—sharing the same identity language and packaging logic while using base color to separate categories. This architecture extends the brand beyond a single ingredient while preserving a unified, controlled experience.

Role

  • Defined the dual-line structure and how both lines share one core system (identity, hierarchy, finishes).

  • Adapted the packaging base (black for nicotine, white for energy) while keeping the same navigation logic.

  • Set extension rules so future functional lines can be added without breaking brand consistency.

Contribution & Impact

As in-house designer, I led EOS from early category framing and concept ideation to a complete identity and packaging system designed for long-term consistency. I established the guiding vision—elevation as a metaphor for composure and control—and translated it into repeatable rules for hierarchy, pattern language, finish behavior, and variant logic so the system scales across flavours, strengths, and a dual-line structure (Nicotine + Energy) without brand drift.

The result is a disciplined packaging and SKU system built for fast navigation and a controlled premium tone. By standardizing what stays constant and what changes, EOS can expand into new variants and product lines while maintaining clarity and a unified brand experience.