Package design heightens appeal of new Weight Watchers cereal

BLUEMARLIN has continued its partnership with Weight Watchers to design packaging for Love Fibre, the weight loss organisation’s new venture into the cereal category. The range, created in alliance with Weetabix, UK’s leading cereal manufacturer, rolls out nationally 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 highlights 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 tagline 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. Appetising photography of natural ingredients alongside the product adds taste appeal whilst conveying reassurance and the feeling of abundance.

Vibrant coloured tablecloths serve to differentiate between the variants, whilst Weight Watchers' 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 Watchers' portfolio, whilst 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 appetising photography appeals to anyone looking for a positive way to begin their day, not just those watching their weight.”