Jenny Craig

Feel like New, Feel like You

When global weight loss icon Jenny Craig approached Juice to refresh their brand, the strategy driving change could not have been clearer. Or more urgent. After many years of sameness, the brand DNA had become dated, had lost relevance, and was faced with a slew of competitors eating into their market share – particularly with a younger and more trendy target market.

Juice collaborated with Jenny (a new but still recognizable name) transition smoothly to a new brand strategy headlined by a logo signature with marque colours that reflected new, friendly and approachable brand values. A brand handwriting was developed that was younger and more dynamic. Juice also developed a tone of voice that simplified the journey of weight loss. This brand language was woven into all new collateral and communications, including head office and key market centre interior decor extensions.

Juice developed an entirely new brand architecture and system to be used by all Jenny Craig’s agencies locally and internationally.

The full work engagement included all brand, strategy and sales elements across digital, print, social, environmental (new flagship centers in the US), TV commercials, internal and web videos.