01
Stronger brands, faster
A market-ready brand in 30 days, built in from the start, so every launch competes on more than the device.
Your teams launch products at startup speed.
We teach them to launch brands at the same speed.
We teach them to launch brands at the same speed.
A proposal prepared for JT Group. And for no one else.
Three things, in plain terms.
02
Teams that level up
Your people learn to think like brand founders. The capability stays inside JT Group, launch after launch.
03
A partner who knows you
We've already worked inside your RRP teams. No ramp-up, no explaining the business. We start where others finish.
We've been inside your teams. We saw where the gap opens.
Together, we built the identity of your RRP team, and the line it now rallies behind: Together, evolving beyond beliefs. We ran branding workshops with your people in Riga, Barcelona, London and Geneva.
Branding workshops with your teams, on the ground.
One thing became clear across every project: branding arrived too late. It was treated as the finish, when it should have been the foundation. A product with a late brand becomes one more startup. A product with brand at its core becomes an icon. And at the scale you're now playing at, that's not a detail. It's what decides who owns the category.
The category has already turned. In Japan, reduced-risk products outsell the rest.
The question is no longer whether consumers switch. It's which brand they choose when they do.
You've committed billions to win that answer. The devices are ready, the markets are opening. The one variable that still decides the outcome is the brand, and it's the one most often built last.
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.
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.
A standing brand team for JT Group, across the full life of a launch.
Most brands in your category are built to compete. We build brands designed to be studied by the ones you compete against.
30 days to a brand you can test. 90 to one you can't fault. A year to a portfolio no one can copy.
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
From validated to flawless.
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 meets the world, whole.
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
Then it repeats, and it stays
The team runs this across your pipeline, launch after launch. And every cycle leaves something behind: an internal brand reference, and teams that get sharper each time. The goal isn't to make you depend on us. It's to make your people think like brand founders.
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.
When brand comes first.
- Fewer relaunches of the same product under a new device.
- Faster, clearer decisions, because your teams own the brand logic.
- Every market rollout sharper than the one before it.
- A portfolio that builds icons, not another startup each time.
Built for JT Group alone.
For as long as this team exists, DARE works with no other tobacco or nicotine company. This isn't a clause. It's the point. What we build with you, no competitor of yours can ever have.
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