A Swedish nicotine pouch, five years through Health Canada's approval process, launching pharmacy-only in Canada. No website, few brand assets, and a regulator that rules out youth appeal, unsubmitted claims and online sales. The site had to inform and earn trust without ever selling.
Results
- Templates — 6, desktop & mobile
- Languages — EN + Canadian FR
- Unsubmitted claims on site — 0
- Health warning — every page
- Legal team — impressed
STEP 01
Read the rulebook before the brief
Health Canada had taken five years to approve NEÖ, so the first ingredient was restraint. We followed the structure a competitor had already cleared with the regulator, kept the approved steel blue and yellow as small pops on a white and gray base, and banned anything cartoonish, bright or youth-appealing.
The tone: professional, warm, supportive and healthcare-first, with real Swedish heritage. Every main CTA leads to one place: finding NEÖ at a pharmacy.
Visual reference: homepage
STEP 02
Say only what the label says
Any claim that wasn't in the original Health Canada license application came off the site. Copy was rebuilt from label-approved language, so legal had less to rewrite.
Small words mattered: "tobacco-free" instead of riskier phrasing, no "experience" in a healthcare context, the Sweden vs EU data cited cleanly, and one consistent locator CTA instead of three competing ones.
Visual reference: copy & claims
STEP 03
Retouch every photo for the regulator
Pharma rules apply to images too: adults only, no alcohol, nothing youth-appealing, lifestyle but credible. With few brand assets, every photo was sourced and carefully retouched to fit, from a Canadian landscape hero that ties Sweden to Canada to the NEÖ tin placed naturally in hand.
The dinner-table shot became the project's proof point: 30+ adults at a Swedish-feeling table, nothing youth-appealing, no alcohol. The client's lawyers asked how we found it.
Visual reference: retouched photography
STEP 04
Show, don't demonstrate
Photos of inserting a pouch looked clinical and awkward, so how-to became tasteful line art that implies the steps without showing them.
The health-benefits timeline went the same way: repetitive photos replaced by clear timepoint graphics with supporting text, so the content leads.
Visual reference: how-to line art & timeline
STEP 05
A product page that educates, not sells
There's no checkout, so the product page is built to inform: features, how to use, directions for adults 18+, ingredients, safety and warnings, a pharmacy finder and FAQs, in the order a careful first-time buyer would ask.
Visual reference: product page
STEP 06
Point trust in both directions
For consumers: a pharmacy locator that asks for location first and falls back to search by city or postcode, an age gate and health warning on every page, and FAQ and Contact linked to each other.
For clinicians: a lean, public page about ordering and joining the NEÖ network, with signups tagged for their own emails, ready for a gated portal later.
Visual reference: locator & clinicians page