When Dispirito Design was first contacted by War on Weight (WOW) to design their corporate identity, their brief to us was short – "design us an identity that will WOW people!"

It was also essential that the brand we created for them was very different from existing weight loss companies branding, as WOW approaches weight loss in a different way.

We created a logo that looked at the positive elements of weight loss – the food! We wanted to introduce the WOW idea that your diet need not be boring to be effective. The images we created were of fresh food but we adjusted the colours so an apple wasn't just a normal apple. The final mark is both striking and memorable – and most importantly not what you would expect – just perfect for the WOW approach to life, food, exercise and life.