WW

Working on WW's global packaging redesign, our challenge was to bring the company’s new purpose as an inclusive wellness brand to life visually across the entire portfolio.

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We focused on the values and mission of WW, imbuing the new packaging design with emotion and impact. As a result, the redesign expresses the brand transformation in a bold and visionary way to extend the appeal of the brand to everyone while continuing to resonate with existing members around the world.

WW's new packaging design has a bold, brand-forward and iconic attitude to create a deep and visceral connection with its audience while moving away from functional packaging toward a more vibrant and diverse expression.

The new food photography focuses on the actual ingredients, calling out that products are free of artificial sweeteners, preservatives and color, with crumbs showing spontaneity and real-life imperfection. SmartPoints, the brand’s proprietary point value system, have been shifted from the front-of-pack placement to ensure that the focus is on the enjoyment of the food and a modern lifestyle approach to the WW brand.

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