TrueWeight (Now Possible) was a brand focused on weight reduction and management through proper nutrition. After seeing tremendous success in this niche, they decided to extend their research-backed nutrition approach to help tackle other lifestyle diseases such as Diabetes, Cardiovascular illnesses etc… The founders approached us to re-imagine the brand for its expanded offerings and shift away from functional to aspirational.
The brand’s offerings are transformative for their users. It literally changes their lives by enabling them to live healthier, medicine-free lives. Our interpretation of this was an optimistic positioning that translated the functional to emotional and resulted in the name “Possible”.
Our visual design efforts were focused on the packaging, which would eventually become a much more important identity for the brand than the logo. We created a custom “p” monogram as the brand’s symbol, which would turn into a “window of possibility” on the packaging.
This approach created a strong identity for the packaging, making it easily identifiable with Possible across dozens of products. But it also solved a more practical problem – because of the diversity of products, no single visual approach would work with all products. Some products had beautiful ingredients which could be hero visuals, while some had too many ingredients and some just did not have good looking ingredients that could be hero visuals on the packaging. The “window of possibility” created a visual framework for the packaging design and gave us the flexibility to use the window space to show the ingredients, the product itself or in some instances, abstract patterns, while retaining the identity of the packaging system.