Truly Deeply’s packaging refresh for Jenny Craig leads brand revival

Jenny Craig - packaging re-fresh gives a fresh perspective - Cereals 3 packs RGB

Truly Deeply has helped Jenny Craig significantly improve their brand experience and shift brand perceptions with a brand refresh including a major packaging redesign.

Jenny Craig - packaging re-fresh gives a fresh perspective - Old Packaging RGB

Much loved Australian weight loss brand Jenny Craig had not updated their packaging in many years. As a result, the packaging looked dated and was disconnected from the market and the brand’s customers.

The new packaging design effectively extends the one-on-one support clients get from their consultants onto the pack design. The voice of the consultant is effectively weaved into the lives and rituals of clients at every meal and snack time, ensuring the brand differentiator is always top of mind with clients.

Laine Birnbaum, Jenny Craig Australia and NZ Brand Manager says the response from clients and consultants to the new packaging has been amazing. “Not only does our food now look up to date and in line with our organisation but it also educates and inspires our clients at home.”

“Meal time is often the most difficult time for our clients who struggle with making the correct food choices, but by implementing consultant like ‘tips’ and motivational content onto our packs, we are now supporting our clients throughout their entire weight loss journey. We’ve also received feedback from clients that they are now proud to put their Jenny Craig meal on the table, which is an enormous achievement for the business, ” added Burnbaum.

Jenny Craig - packaging re-fresh gives a fresh perspective - Small Boxes RGB

By first defining and then dialling-up the Jenny Craig brand personality on pack we created a much more engaging palette of visual and written language aligned to the personal and enjoyable relationships between Jenny’s consultants and clients.
The final layer of design strategy was to create a strong ‘foodie’ feel, leveraging the visual cues of cook books and gourmet food brands through typography, photography, layout design and use of colour.

The packaging was highlighted as a critical ongoing brand touch-point for Jenny clients and we needed to ensure it communicated the brand’s proposition in an engaging way. The timing was also right as Jenny Craig was also completely overhauling their food, so they also needed to reflect not only a change in attitude but also the new product in the pack.

New packaging communicates the value of these improvements to Jenny’s customers and as a platform both internally and externally to flag the changes afoot in Jenny Craig.

Jenny Craig - packaging re-fresh gives a fresh perspective - Cereals 5 packs RGB

The new packaging is part of a complete brand refresh project undertaken by Truly Deeply that included a strategic market review, decode, new brand proposition, visual language design, art direction of food photography, production management, creative direction of TVC campaigns, menu design, environmental design, eBook design, local area marketing, point of sale and signage.

Click here to see the full Jenny Craig packaging case study.


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