23red was appointed to the project about two years ago, and was brought in to reposition the brand in territories outside the US around its new diet plan, which involves a phased reintroduction of carbohydrates.
The repositioned brand is being used across 20 countries, including the UK, Australia, Canada and The Netherlands – Atkins’ main markets outside the US.
The Atkins logo has been refreshed to remove the white background ‘flash’ – still seen on the US identity – and to introduce the ‘new’ to the name.
New product imagery and photography was created to use on the website and on other materials such as press adverts.
Alex Gilligan, 23red client services, says, ‘A lot of the previous look and feel was set up with very contrived imagery – it looks very American, with pictures of overwhelming amounts of food rather than appetite appeal.
‘We’re trying to build up a bank of assets for international markets to bring it up to date, using pictures of product usage and meals shot on a beautiful white plate.’
23red created the new strapline ‘Truly Satisfying Weight Loss’ and has designed a new website detailing information surrounding the New Atkins Diet, Atkins snack products and weight management tools such as a BMI (body mass index) and carb calculator, personalised meal planner, recipes and forums.
The packaging was created alongside Netherlands-based consultancy Proud, and 23red worked with Dutch agency Adwise on the website build.
While much of the visual identity has been only subtly tweaked, assets such as the tape measure device have been made more prominent to enhance the ‘weight management territory visual cues’, according to Gilligan.
23red has also created a set of guidelines for Atkins’ use of the new identity and brand assets, which will be rolled out gradually across the brand’s global territories. The new packaging is expected to go on-shelf in the UK in the autumn, according to 23red.