Le Santi is a trademark for a weightloss food line. The distinctive packaging design aims to appeal to both women and men who want to lose weight in a pleasant way. In order to convey that one can lose weight anytime, a pictorial language has been created which vividly illustrates the weight-loss process. The packaging presents graphic shapes subjected to a visual metamorphosis of becoming thinner in the “waist”. By means of this visual metaphor, the brand message is communicated in a unique and convincing manner.