ZONE - new platform creation with digital and UX content
Who are they?
ZONE is a new nicotine pouch brand from Imperial Brands, created for people in their late 20s and 30s looking for a smooth energy boost to their day. As a new brand entering the UK market, but with plans to expand across Europe, ZONE needed a digital presence that reflected its personality, energy, and lifestyle appeal.
What did they need?
The challenge was to build a digital brand platform from the ground up. The site needed to engage a younger its audience while remaining compliant with strict industry regulations. Content flexibility was also key, as the platform had to accommodate evolving products, CTAs, and multilingual expansion.
What did I do?
I was brought in to write copy across the site including UX copy, product copy and headlines. Working with an Art Director, CD and UX designer we built the site structure and worked closely with the client to articulate the creative in terms of both copy and images to match the new brand.
I also worked with the Dev Team to ensure that components and content were aligned (especially character counts). I also had to anticipate future content requirements like CTAs, video and other interactive content, as well as account for translation when setting character counts and component functionality.
A platform for the future
The site launched on schedule ahead of ZONE’s UK debut. Post-launch analytics showed that engagement and dwell time exceeded target metrics, indicating strong resonance with the brand’s intended audience. The platform now serves as a model for broader European rollout, establishing a digital foundation for ZONE’s continued growth.
