Discreet weight-loss message gets across

By ELLEN READ


Auckland brand design company Dow Design has beaten more than 80 other entrants to win an Australian packaging award.

Its work for the Weight Watchers food range took out the gold medal in the AMR Hewitts Printpackaging Family of Packs Award in the 2004 Australian Packaging Awards.

Dow's win was in the family packs category, which is for two or more packs designed to convey a common image over a range of products or sizes.

Dow Design principal Annie Dow said the aim of the packaging revamp was to 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," she said.

The design links fresh blue and white graphics and simple typography for box, sachet, tub and tray containers in 24 separate product categories.

Dow said the company pitched for the business against two other design companies about two years ago.

Dow Design was founded by Annie and Greg Dow in 1993 and specialises in brand identity.

The company has more than 20 staff and offices in Auckland and Melbourne. Fast moving consumer goods is an area of particular expertise.