The UK’s leading low calorie food and drink brand Weight Watchers has been relaunched with a striking new colour scheme, designed by branding agency Blue Marlin.
A £2m advertising and marketing campaign supports the new design, which has been applied to the Weight Watchers UK Foods portfolio (not Weight Watchers from Heinz products), including more than 250 packs across 40 categories.
The new look and eye-catching colour scheme are intended to help consumers navigate the shelves with clear category and product signposting, and the colour palette has been carefully configured, Blue Marlin says, to: “Underpin Weight Watchers’ authority and expertise as the leading weight loss organisation, as well as conveying the vitality and energy inherent in a brand that helps people feel gorgeous.”
Ensuring a consistent standard of finish across such a large and diverse range of SKUs involving multiple print methods, substrate materials, repro houses and printers, was “a big challenge”, with Blue Marlin’s production team utilising tools such as high definition flexo printing technology to achieve high imagery quality, even on difficult substrates.
Blue Marlin London creative director Simon Pendry says: “Food is so wrapped up with feelings of indulgence, nurture and pleasure. The new look reflects the brand’s ability to give people the freedom to enjoy delicious food while managing their weight. It’s light, bright and instantly recognisable.”
The Weight Watchers brand has a value of £327m in the UK (according to Kantar) and is growing at 7% year on year.
New Weight Watchers foods range in the UK
