01
Stronger brands, faster
A market-ready brand in 30 days, shaped from the start, so every launch can compete on more than the device alone.
Your teams launch products at startup speed.
We'd love to help them launch brands at that same speed.
We'd love to help them launch brands at that same speed.
A bold programme, prepared for JT Group. And for no one else.
What this would bring you.
02
Teams that grow with it
Your people learn to think like brand founders. The capability stays inside JT Group, and builds with every launch.
03
A partner who already knows you
We've worked alongside your RRP teams before. We already know the house, the pace, the ambition.
We've already been inside your teams.
Together, we built the identity of your RRP team, and the line it now rallies behind. We ran branding workshops with your people in Riga, Barcelona, London and Geneva.
Together, evolving beyond beliefs.
Branding workshops with your teams, on the ground.
And working that closely, one thing became clear to us: branding often came in late, near the finish, when it has the most to give at the very start. Build it in from the first day, and a product doesn't just launch. It becomes a brand people remember.
You've made your ambition clear: a smoke-free future, led by your RRP portfolio.
It's one of the boldest shifts in your industry, and the products are ready for it. As the category matures, consumers have more real choices than ever before.
When the products stand close together, the brand becomes what tips the choice. That's the part we love, and the part we'd love to help you win.
So we're proposing something we've never proposed to anyone: your own brand team, inside DARE.
Not an agency you brief. A dedicated JT Group unit that thinks like founders, works beside your people, and makes every launch sharper than the last.
We're not an agency. We're a brand factory.
Artistic.
We're entrepreneurial.
Our DNA isn't graphic design. It's entrepreneurship. We treat brand as a strategic weapon, not decoration. For a challenger fighting the two leaders, that's the only version worth having.
Outsourced.
We're collaborative.
We don't work behind our walls and hand you a result. We pull your teams into the thinking, so the brand mindset stays with them long after we're gone. You don't rent a capability. You build one.
The golden triangle we already shared with your teams.
Innovation without brand is one more product. Design without brand is decoration. Brand is what binds the three into something the market remembers. It's the method we brought to your teams, and the one this program is built on.
From Forel to London.
Swiss precision, international inspiration.
ForelLondon
Forel
Strategy & consulting
Every mandate is steered from Switzerland, with the rigour and discretion Swiss-made stands for: strategy, consulting, and the workshops that set the Brand DNA.
London
Brand & design
The craft is driven by our London collective: art directors, designers and graphic experts, obsessive about detail, plugged into the sharpest global trends.
We've built and sharpened brands alongside some of the most demanding organisations in Europe.
Imagine launching a brand strong enough to lead, in thirty days.
That's what this program is built to do: give each RRP launch a brand worthy of the product behind it, from the very first day.
A dedicated DARE cell that plugs into your RRP pipeline in three phases, from first idea to market, with your teams inside the work at every step.
1
Phase one
30 days
Brand Sprint
A market-ready brand, from zero.
A market-ready brand in 30 days, built to be tested for real, not admired in a deck.
It starts off-site with your teams: a few intense days to set the Brand DNA and align brand and business into one. Every session opens with a founder who built a brand from nothing, in the room with your people, to pass on the mindset before the method.
Then the build happens at DARE, with your people brought in at the key moments, not locked in a room for a month.
You leave with
- A defined Brand DNA
- Positioning, territory & name
- Verbal & visual world
- A brand ready to test on the market
2
Phase two
Brand Engineering
We sharpen what the market approved.
Once the brand proves itself in testing, we engineer it to the last detail. The rough edges a 30-day sprint leaves are refined into something built to last.
What tested well is sharpened. What didn't is rebuilt. The brand goes from validated to definitive.
You leave with
- A complete brand system
- Full identity & guidelines
- Every asset, production-ready
3
Phase three
Go To Market
The brand reaches the market as one.
When the brand is ready for its official launch, we build a go-to-market that stays true to its DNA, so the promise made at day one is the one the market meets.
One coherent line from the first idea to the shelf.
You leave with
- A launch strategy aligned to the brand
- Channels, messaging, rollout
- A brand that arrives whole
Like innovation, it compounds
Brands, like products, get better by iteration. We run this cycle across your pipeline, launch after launch, and each round sharpens the work, and sharpens your teams. Over time, that brand-founder instinct becomes part of how JT Group builds, an edge your competitors can't buy, only envy.
From workshop to brand-ready: real work produced with your teams.
Across all three phases, the team draws on DARE's four modes as the moment needs, Drive, Advantage, Refresh, Engineer, from sharpening an existing line to building a new brand from zero.
So what changes, when brand comes first?
01
A higher hit rate
Built from day one to trigger the right people, more launches land and fewer miss.
02
Faster decisions
Your teams own the brand logic themselves, so calls are quicker and clearer.
03
Brands people remember
Not products they try once. A portfolio that builds equity, launch after launch.
04
An edge that compounds
Each cycle sharpens your teams' brand instinct, an advantage competitors can't buy.
DARE is yours only.
For as long as this team exists, DARE works with no other tobacco or nicotine company. It isn't a clause buried in a contract. It's a promise: what we build with you stays yours, and no competitor of yours can ever have it.
This proposal was prepared for JT Group, and for no one else. It will remain here until the end of September, then quietly close.
Should it resonate with you, Tsutsui, it would be an honour to continue the conversation in person, in Tokyo or wherever suits you best.
With my sincere regards,
Greg Logan · DARE
DARE | Brand Factory
1072 Forel, Switzerland
1072 Forel, Switzerland