Where: Proximity Worldwide

When: March 2015 – April 2016

You know that bit of writing on the inside of a Rizla packet that says ‘Keep rolling with the world’s No. 1’? I wrote that.

They ended up adopting it as their worldwide slogan, and it appears directly on the packaging of Rizla products in more than 120 countries.

This concise, powerful phrase serves as the brand’s core quality promise, reinforcing its position as the top-selling rolling paper globally and is an integral part of Rizla’s identity.

I also developed a distinct brand positioning and product messaging copy for the launch of Rizla Natura, aiming to attract a consumer audience that values authenticity, simplicity, and natural ingredients. The copy established a clear identity for the new line that differentiated it from existing Rizla products.