Hansells Food Group manufacture some of the packaged food for WeightWatchers in NZ. WeightWatchers had recently launched a new look and all of these 22 Hansells products needed repackaging. The new guidelines were extensive and for most, each graphic element and image had to be created from scratch - so it was a big project to undertake.
We chose a photographer and a stylist and I briefed them thoroughly on image styling etc. For the duration of the 3 day photo shoot I directed the photographer and the stylist as we perfected each of the 50 shots. I also commissioned an illustrator for what WeightWatchers refer to as the ‘signpost’ (the graphic device behind the product heading). These are different for each product and once I had decided what these signposts should be I worked with the illustrator as he crafted them.
Whilst following the guidelines I then designed each package, met with the local printers and discussed the printing processes to get them ready for production.
Description: Weightwatchers packaging | Agency: Curious Design
Client: WeightWatchers / Hansells | Involvement: Art direction, design, implementation