Dow Design’s win was in the tough ‘family packs’ category which is for two or more packs designed to convey a common image over a range of products or sizes.
The award “recognises the special association between brand identity and consumer packaging” according to the Packaging Council of Australia.
Dow Design principal Annie Dow says the focus of the packaging design was to dramatically improve the appeal of Weight Watchers on the supermarket shelf while communicating benefits such as lower fat content and ‘points’ value.
“While the primary target market is Weight Watchers members, other consumers with a negative perception of ‘diet food’ are also of growing importance. And that means the packaging shouldn’t scream out ‘I’m on a diet’ from the supermarket trolley,” Ms Dow says.
According to the judges “the Weight Watchers brand is deftly expressed and unmistakable, a common brand image carried across the packs, a real winner”.
The design links fresh blue and white graphics and simple typographics for box, sachet, tub and tray containers across 24 separate product categories. The judges say the design ‘succeeds in communicating a lot of information about the product, its contents, calories value and appealing product imagery’.
Weight Watchers brand manager Kate Rickard says the design provides ‘cut-through on shelf and stronger brand identity’ that has had a positive effect on Weight Watchers’ business.
“The family feel that now runs through the range brings consistency on shelf across the 36 different grocery categories we operate with 15 different supplier licensees.
“The design provides greater prominence on shelf and sets a new precedent for our supermarket products, one of the biggest ranges in New Zealand and Australian supermarkets,” Rickard says.