The UK's #1 Low Calorie brand, Weight Watchers wanted to give its grocery offering a modern, relevant, and cohesive look. With 250 packs in 40 categories, 25 licensees and a brand value of over £327 million, this was a massive undertaking.
The new positioning, “See the Light”, creates a contemporary look, underpinning Weight Watchers' authority and expertise, as well as conveying the positive message inherent in the brand. A bright, dawning burst against a striking blue background brings clarity to the brand name. The packaging makes the products instantly recognisable across multiple categories, as well as raising consumer awareness of the range’s diversity.
Weight Watchers most recently ventured into the cereal category with the launch of Love Fibre. The design brings to life the breakfast occasion in an uplifting and pleasurable way. Appetising photography of natural ingredients alongside the product adds taste appeal whilst conveying reassurance and the feeling of abundance.
Weight Watchers experienced an 8.5% uplift in sales within the 6 months following its redesign.