• by Les Luchter , Yesterday

Weight Watchers is putting on some weight, at least in its new logo (right, above). The heavier-looking “modern topography…conveys stability, trust, and the brand’s reputation for sustainable health outcomes,” said branding agency Mrs&Mr, which worked on both the logo and a whole new WeightWatchers visual identity.

The new look was announced Dec. 16 in conjunction with a brand overhaul that Fast Company proclaimed a “bid to win the Ozempic era.” It comes six months after Weight Watchers emerged from bankruptcy and restructured itself to better focus on GLP-1s and other growing categories like menopause.

In addition to the new logo, the visual identity also features a “progress bar” (below), described as “a graphic storytelling device that depicts the personal weight-loss journey that each member takes in a way that is empathetic (and) human.”

Photos of Weight Watchers members in the “progress bar” images and other new visuals “create a contemporary, aspirational, and deeply human visual system defined by clean, elevated, studio-shot black-and-white editorial portraiture that removes distractions and lets their individuality shine—confident, candid, joyful, vulnerable, and powerful,” said Mrs&Mr. Here’s the agency’s sizzle video.

In an email to members that referenced Weight Watchers founder Jean Nidetch, current CEO Tara Comonte described this as a “brighter, bolder look that reflects” the brand’s 62-year-old heritage of compassion, community and innovation. 

But, stressed Weight Watchers Chief Experience Officer Julie Rice in a statement, “This evolution goes far beyond a new visual identity. For us, the brand lives in how we show up every day—through our experience, our coaches, our community, and our medical support. Everything is designed around a deep understanding of members’ real lives and goals, so support feels personal, connected, and consistent.”

This concept is manifested in the brand’s newly announced “fully integrated platform” that pairs prescriptions with personalized nutrition, coaching and community support. 

Platform highlights include Med+, a dedicated telehealth service, which includes a “GLP-1 Success” program.

Also available as a stand-alone option for those who get GLP-1s from someplace other than Weight Watchers, “GLP-1 Success” promises to provide “personalized nutrition guidance to help meet important macronutrient goals, tools to track weight loss and medication doses, strategies and support for managing side effects, strength-building plans to help preserve muscle mass,  access to expert coaches trained in GLP-1 support, and virtual community groups with others on a similar journey.”

The Weight Watchers app is also adding: 

• An “AI Body Scanner,” which is “designed to track changes in fat and muscle mass over time."
• Exclusive fitness content, including progressive strength and functional movement programming from The LIifted Method by Holly Rilinger
• Choice of modes to reflect different phases in weight loss, including “All-In Mode for laser focus, Lose Mode for steady, sustainable progress, and Maintain Mode to preserve results when you've reached your goal or need a little breathing room.” 
• A “richer virtual experience and growing line up of curated programming” for WeightWatchers’ legacy community support groups.

Weight Watchers’ new platform and look will begin rolling out Dec. 26.