- THE MAGAZINE
- VERTICAL MARKETS
With its continued partnership with Weight Watchers, global brand consultancy bluemarlin (blumarlinbd.com) has to design packaging for Love Fibre, the weight loss organization’s new venture into the cereal category. The range, created in alliance with Weetabix, the UK’s leading cereal manufacturer, rolls out nationally in the UK beginning this month.
The breakfast category is highly competitive and cluttered, with most offerings being intrinsically perceived as ‘healthy.’ This creates a specific challenge for Weight Watchers to clearly promote their credentials in the weight management segment of the category. 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 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. Appetizing photography of natural ingredients alongside the product adds taste appeal whilst conveying reassurance and the feeling of abundance.
Vibrant colored 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 appetizing photography appeals to anyone looking for a positive way to begin their day, not just those watching their weight.”