Weight Watchers, now known as WW, has rolled out a refreshed brand with the help of a global inter-agency design team. Leading the global packaging design of its consumer products was Pearlfisher New York, which created the new graphics over the course of eight months.
Because WW is an iconic global brand, the challenge was to bring the company’s new purpose as an inclusive wellness brand to life visually across its portfolio. Building upon the strategic foundation set by the WW team with SYPartners, it was crucial that the redesign express the brand transformation in a bold and visionary way to extend the appeal of the brand to everyone while continuing to resonate with existing members around the world. To do so, Pearlfisher focused on the values and mission of WW, imbuing the new packaging design with emotion and impact.
Of Pearlfisher’s strategic approach, company Strategy Director Lauren Koprowski says, “Healthy food is colorful, not bland. Food is part of a rich, energetic, vibrant, and deeply satisfying life, and the WW brand needed to make you feel the same way. Crucially, the visual messaging needed to truly inspire people, not be preachy. This led to the big idea and new visual positioning—Full of life—cementing WW as full of flavor, full of real ingredients, full of support.”
From this positioning, Pearlfisher created a new design expression for WW packaging with a bold, brand-forward, and iconic attitude to create a deep and visceral connection with its audience. Explains Associate Creative Director Christian Bird, “The design successfully transitions from functional, white packaging to an experience that reflects the vibrancy and diversity of the WW community. Through its unexpected color palette, proud WW brand mark, and photography of real food, it makes a bold declaration at shelf. We’re excited about this dynamic, intuitive, and easy-to-shop design system.”
The new food photography focuses on the actual ingredients, calling out that products are free of artificial sweeteners, preservatives, and color, with crumbs showing spontaneity and real-life imperfection. SmartPoints, the brand’s proprietary point-value system, have been shifted from their front-of-pack placement to ensure the focus is on the enjoyment of the food and a modern lifestyle approach to the WW brand.
Cindy Sada, Senior Director, Consumer Products, at WW says, “Pearlfisher has been an outstanding creative and strategic partner to WW. They understand our mission as a global, purpose-driven brand, and we’ve been inspired by how they brought our brand to life via compelling packaging design across our full range of consumer products.”
WW consumer products with the new design are available in all WW Studios and WW e-commerce channels in most markets, with the design rolling out throughout 2019 at third-party retail channels globally.