Take it One Piece at a Time.

Brand Strategy, Voice & Tone, Copywriting, Content Strategy, Design, Development, UI/UX

The future of nicotine replacement starts here.

Make the switch from smoking with Lucy, the clean nicotine alternative.

Quitting smoking is...really hard. We conducted consumer research to understand the psychological barriers for smokers and positioned Lucy as the empathetic, convenient, and stress-free solution.

Lucy is made for people, not patients. We emphasized the amazing flavors and superior chewing experience through copy and design.

We built our messaging strategy on the triggers and pain-points smokers experience, positioning Lucy as a supportive partner on the quitting journey.

We visualized the science behind Lucy and leveraged gamification tactics to engage the user.