As one of the world’s leading tobacco companies, JTI face the biggest challenges ever seen to the future of their business. By pioneering reduced-risk products and moving towards an increasingly smoke-free future, they are working to reinvent the way the brand is seen and how people understand their operations. Based on the idea that JTI never stand still – in the restless pursuit of better, continuously improving and striving to leave a positive difference – the dynamic new corporate identity harnesses a sense of energy and movement. Capturing JTI's spirited approach to making and shaping better things – for its employees, customers and suppliers.