The challenge was to reposition Tony Ferguson as an educational lifestyle program that helps people re-engineer their approach to food and health – not just a quick-fix meal replacement diet. Maud needed to educate consumers about healthier living, encouraging them to form a new relationship with food and move from a weight-loss mentality to lifestyle change. Maud’s strategy was to empower people with the confidence and knowledge to take control of their relationship with food.
Maud established a new brand identity and a set of basic outcomes that the brand had to represent.
– Modern, yet able to withstand the test of time.
– Pharmaceutical whilst not feeling cold and impersonal.
– To support the ‘lifestyle’ nature of the brand, the design had to feel like something people would be proud to associate with.
– Re-establish Tony Ferguson as an expert and trusted brand — a champion of healthy eating…
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