Powering Life Possible

Competing with names like Noom and Weight Watchers called for more than a new look. This established medically supervised weight-loss brand needed to make its own approach distinct – and give people a compelling reason to choose it.

We built the strategy and messaging around possibility rather than what people could lose or sacrifice. That thinking led to “Powering Life Possible”- the tagline that became the key to the entire brand. It shifted the story toward the life people wanted to live, giving the identity, imagery and communications a shared direction.

The logo brought that idea into motion. We created a flexible, kinetic identity that could adapt to different formats while remaining recognizable. The same thinking shaped a packaging system for around 250 food products. Across entrées, breakfasts, soups, bars, snacks, desserts and drinks, distinct shapes and colors helped people recognize the different product lines and navigate a complex range.

Working closely with food stylists, two photographers and the wider production team, we brought the range to life through food and ingredient photography, coordinating the shoot across multiple product lines under a tight deadline. The photography gave the products an appetizing presence and worked with the packaging system to bring clarity and consistency across the range.

We extended the identity into the tools people would encounter throughout the program: clinic posters across the U.S. and Canada, bags and backpacks, measuring water bottles, daily journals and brochures. An “Eat the Sheet” guide made the protocol easier to grasp at a glance. These assets carried the brand beyond the packaging and helped turn a complex protocol into something people could understand and use day to day.

The website began with an in-depth strategy process, working closely with the client to define the goals and map the user journey. Once aligned, we designed an interactive site that helped people understand the protocol, explore the products and find a clear path to joining the program.

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