Weight Watchers from Heinz

Visual Identity // Packaging // Guideline

Weight Watchers from Heinz wanted to reclaim control of their brand to achieve long-term health and growth. It was the biggest brand in frozen meals, but had a confused proposition and increasingly dated brand identity.

Our challenge was to optimise the range whilst increasing the perceived value of the brand, ensuring a competitive edge against private-label. 

We developed a brand identity and packaging design system that injected empathy and optimism back into the products, with more food values at its core. The positioning put dieters back at the heart of the brand, creating a range of food by dieters, for dieters. By moving the brand away from a “cold cardboard box” meal to a more emotionally motivating positioning, we captured the essence and benefits rooted in the Weight Watchers programme. 

This motivational positioning was expressed through an optimised design system of innovative and commercially viable solutions, resulting in a more indulgent and premium frozen product range across 40 SKUs and detailed in robust guideline document to ensure consistency and relevance across future designs.