Since its founding in 1963, Weight Watchers has worked hard to keep up with the public’s ever-changing perceptions of health and body image. In 2018, its switch to just plain WW signaled a new holistic focus for the company as it switched from just weight management to becoming a health and wellness partner.
Emerging from a May 2025 bankruptcy filing, the company turned to Mrs&Mr for a complete rebrand that represented its newest offerings, which included personalized nutrition, a digital platform, a new app, and the latest diet darling, GLP-1s.
The new branding definitely has a brighter, more energetic feel, starting with a perkier, more optimistic blue. The use of a thinner typeface has obvious connections to weight loss, while switching to all caps speaks of strength and commitment. The overall grid feels centered and stable. In addition, the use of black-and-white photos of real WW customers with many different body types adds to the sense of reality.
The designers also provided a very flexible design tool—a space bar—as part of the brand kit. While the bar can serve as a practical divider or typographic connector, it can also be used as a symbol of progress between before and after.
