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Weight Watchers launches Love Fibre in compelling packaging design

Weight Watchers launches Love Fibre in compelling packaging design, Weight Watchers, Bluemarlin, Asia packaging, UK
UK –
Weight Watchers has launched a new venture into the cereal category with Love Fibre, a new range created in alliance with Weetabix that features a compelling packaging design concept that highlights the products’ uniqueness.

As the breakfast category is highly competitive and cluttered, with most offerings being intrinsically perceived as ‘healthy’, Weight Watchers faced the challenge of clearly promoting their credentials in the weight management segment of the category.

Global brand consultancy Bluemarlin was briefed to develop compelling packaging design for Love Fibre that highlighted the brand’s unique proposition to offer something different and delicious in the breakfast cereal category. The creative group was also tasked with naming the new range.

Building on the “See the Light” positioning created for the redesign of Weight Watcher’s UK Foods portfolio in 2012, bluemarlin’s team in London developed the big idea, “Deliciously Healthy – the best start to my day!”

This is reflected in the way the packaging design brings to life the breakfast occasion in an uplifting and pleasurable expression. Morning light shines from Weight Watcher’s logo onto a table, where a generous portion of cereal sits in a white bowl. Appetising photography of natural ingredients alongside the product adds taste appeal whilst conveying reassurance and the feeling of abundance.

Vibrant coloured tablecloths serve to differentiate between the variants, while Weight Watcher’s signature blue reinforces the brand’s equity in weight management. The Love Fibre word mark makes a strong impact at the centre of the pack and features a love heart, subtly echoing the sentiments inherent in the name.

“The design aligns Love Fibre perfectly with Weight Watcher’s portfolio, while also standing strong as a viable contender in the breakfast cereals category,” comments Rebecca Egan, Marketing Manager Weight Watchers.

“The optimistic aesthetic of the pack with its appetising photography appeals to anyone looking for a positive way to begin their day, not just those watching their weight.”

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