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Quick Take: Weight Watchers’ New Brand Gets Packaging Refresh

As part of the global rollout for WW, the packaging gets a colorful new look that keeps the focus on the food.

The design transitioned from the previous white packaging to a diverse set of tones, reflecting “the vibrancy and diversity of the WW community,”
The design transitioned from the previous white packaging to a diverse set of tones, reflecting “the vibrancy and diversity of the WW community,”

WW, the new Weight Watchers, strives to be an inclusive wellness brand. While Weight Watchers has been an established icon for decades, the WW team, along with SY Partners, sought to bring the transformation to life to extend the appeal to new consumers while continuing to resonate with the existing community.

Pearlfisher New York led the eight-month global packaging redesign for WW as part of a global inter-agency team, focusing on the values and mission of the new brand. “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,” says Pearlfisher Strategy Director, Lauren Koprowski. “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.”

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