Paula Scher overhauls Weight Watchers
Pentagram partner Paula Scher has rebranded Weight Watchers with an identity designed to mirror the ‘positive transformation’ that members experience.
Each week 1.3 million members of the weight management programme attend 45,000 meetings around the world.
Scher worked with Weight Watchers to help position the company as a lifestyle brand and has created an identity which will inform the company’s marketing and communications strategy.
Weight Watchers has different divisions and sub-brands which means Scher looked to establish what Pentagram calls ‘a disciplined highly recognisable system’ across programmes, publications and products.
The gradient of the identity lightens from left to right on the identity to symbolise ‘transformation and losing weight’ according to the consultancy.
It can function as a monogram or icon and a logo for PointsPlus – a new programme by the company – as well as other sub-brands.
Five primary colours make up the brand’s palette which can appear graded vertically or horizontally.
In print and on packaging graduation is applied to a coloured bar which is used alongside food-photography set against a white background.
Application includes Weight Watchers magazine, newsletters and cookbooks, as well as weightwatchers.com, mobile apps, packaging for food, Weight Watchers stores and supermarkets in the US.
The new brand has launched in the US but the UK Weight Watchers press office was unable to confirm if the rebrand would reach the UK.