Not Your Grandmother's Diet Brand.

​The goal was to move past the brand's '90s throwback perception and appeal to a new generation that prioritizes health and body positivity.​ On a fundamental level, this involved overhauling the visual identity to feel fresh and inviting.

 

This updated design language will carry through to all print and digital and packaging assets. Print advertisements will feature diverse people enjoying life, with SlimFast integrated seamlessly into a balanced routine, rather than being the sole focus. Our new visual story is about making wellness "deliciously doable". We're not selling a quick fix; we're providing convenient, high-quality nourishment for people with busy, modern lifestyles. This design strategy not only reconnected with existing brand loyalists by honoring SlimFast's heritage but also introduce a sophisticated, trustworthy brand image to a new, fun health-conscious audience.