WeightNot

Logo • Visual Identity • Brand Narrative • Packaging • Marketing Materials

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WeightNot is an all-natural, holistic weight loss and therapeutic nutrition program. The company was in the middle of a business separation and it was the perfect time to rebrand  from the bottom up.


The program takes members through various steps in the weight loss process and I applied that step idea throughout the branding process, starting with the logo. The descending waves and color gradient match the weight loss and healthy steps the member makes along the way, while also representing the WN used for the logo mark. The logo type also mirrors this using a heavy weight font and decreasing to a thin as the word completes.

The website and materials were moved away from a generic neutral color range, to a brighter palette, using active lifestyle images and customer quotes. Individual products and programs were given specific names allowing the member to feel that they were part of that community, yet all tied back to the overall program.

The six month rebrand rollout saw a huge peak in interest and a 3 fold increase in subscriptions.

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