The brand’s previous white packaging has been replaced by a vibrant blue design which is being rolled out across all 250 products this month.
Blue Marlin started work on the project in April last year having redesigned Weight Watchers’ Australian packaging in 2010. Weight Watchers asked the consultancy to produce packaging that would stand out on supermarket shelves, but that would also convey their authority as a leading weight loss organisation.
A spokeswoman for the consultancy says Blue Marlin worked to develop a brand that would stand out to customers and would work as a coherant range while allowing each product to stand out against its individual competitors.
Simon Pendry, Blue Marlin creative director, says, ‘The redesign of Weight Watchers was a mammoth task involving a huge number of skus.’