This was a redesign of an existing ready-to-heat range targeted at customers who are conscious about their weight and their calorie/kilojoule intake. The brief was to make the packaging more modern and informative.
The response was to devise a design with an expert/functional handwriting that still fits with the Woolworths brand. This was achieved through the use of a strong structure with lines, a white background and clean, simple photography, which also give it a health-conscious look and feel.
Creating a hierarchy of information was also key to helping the customer shop and this range. Because she looks for the calorie/kilojoule count even before she considers the product name and description, we used large numbers. For the range name we played with the weight of the font starting from bold to light to illustrate weight loss in subtle way. This range has been very successful and it has been extended to other areas.