Weight Watchers Unveils New Packaging
Weight Watchers has rolled out new packaging across its product range, contemporising the brand and broadening its consumer appeal.
Weight Watchers has rolled out new packaging across its product range, contemporising the brand and broadening its consumer appeal.
Sydney-based design agency Blue Marlin was appointed to handle the redesign, which spans 38 categories and 220 products in Australia and new Zealand. Its London office also picked up the account in the UK.
The new packaging was the result of consumer research which showed two in 10 shoppers were bypassing the product in store, with the brand struggling to gain standout on the shelf.
The design is described as more “contemporary” and “consistent” and is thought to better reflect the brand’s move to appeal to a broader market, beyond its established program members.
“From ice-cream to cereal, there was a real inconsistent use of the master brand, the colour blue, the fonts and photography that obviously led to a fragmented look and feel for the brand,” said Ian Catling, creative director at Blue Marlin.
“We created a much stronger system that offered a recognisable brand footprint that not only had enough rigour to accommodate new product development but also allowed flexibility for individual category drivers and language.
“We also wanted the consumer perception to shift from the brand being about weight loss to one that is more of a lifestyle choice.”
The new design features icons to depict meal occasion and ingredient and food photography to create taste appeal. New on-pack copy aims to encourage a more friendly approach to healthy living.
The new packaging was the result of consumer research which showed two in 10 shoppers were bypassing the product in store, with the brand struggling to gain standout on the shelf.
The design is described as more “contemporary” and “consistent” and is thought to better reflect the brand’s move to appeal to a broader market, beyond its established program members.
“From ice-cream to cereal, there was a real inconsistent use of the master brand, the colour blue, the fonts and photography that obviously led to a fragmented look and feel for the brand,” said Ian Catling, creative director at Blue Marlin.
“We created a much stronger system that offered a recognisable brand footprint that not only had enough rigour to accommodate new product development but also allowed flexibility for individual category drivers and language.
“We also wanted the consumer perception to shift from the brand being about weight loss to one that is more of a lifestyle choice.”
The new design features icons to depict meal occasion and ingredient and food photography to create taste appeal. New on-pack copy aims to encourage a more friendly approach to healthy living.
An in-store ad campaign will support the redesign, which will launch on June 6 and run to July 4
in Woolworths supermarkets nationally.
Rebecca Egan, senior brand manager – licensing, at Weight Watchers, said: “The fun, fresh and innovative design has revolutionised our packaging and offered a unique point of difference within the category, whilst maintaining strong stand-out on shelf by keeping the ‘blue’ background that is positively synonymous with Weight Watchers.”
Weight Watchers’ has a net worth of $224m in the Australia and New Zealand markets.
in Woolworths supermarkets nationally.
Rebecca Egan, senior brand manager – licensing, at Weight Watchers, said: “The fun, fresh and innovative design has revolutionised our packaging and offered a unique point of difference within the category, whilst maintaining strong stand-out on shelf by keeping the ‘blue’ background that is positively synonymous with Weight Watchers.”
Weight Watchers’ has a net worth of $224m in the Australia and New Zealand markets.
Source: Blue Marlin Brand Design
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