Weight Watchers Guidelines
As an international company which licenses its brand out to other manufacturers, Weight Watchers are required to create packaging guidelines that dictate certain rules and guidelines which licensees must adhere to. These are vital to ensure that all products created by the licensee are easily recognisable as part of the Weight Watchers brand and unified under the key marketing messages which have been incorporated into the design guidelines.
Collective Creative was asked to create packaging guidelines for Weight Watchers 2014 packaging update. We had been involved with the creation of earlier guidelines, due in some part to our long-standing relationships with some of the mainstay Weight Watchers licensees such as Yoplait and Walkers Shortbread and were trusted once more to create a document which gave design direction based on themes that the parent brand wished to communicate throughout its marketing materials including packaging designs.
The document included various pages including an introduction to deliver information about the purpose of the packaging update, a page which showed examples of new design based on these guidelines as well as practical information about the recommended background, typography, imagery and proportions of the various graphic elements used.
For more information about our work creating packaging guidelines for Weight Watchers, please read our case study.