Brand Promise

Noom promises to deliver lifelong health improvements rather than short-term diet solutions. Their programs are designed to foster sustainable habits through a behavior change platform that integrates cognitive behavioral therapy and other evidence-based practices to help users take control of their health.

Brand Voice and Tone

Noom's brand voice is supportive and empowering. It focuses on positive psychology and wellness rather than just weight loss. The brand tone is evident in its marketing materials and customer interactions, which often highlight personal success stories and the benefits of behavior change for long-term health.

Brand Intro Video

Tone and Messaging

The video inspires and informs Noom employees about the brand's journey and future potential. Its tone is familial, conversational, and inspirational. The narrative is celebratory yet humble, highlighting the brand's roots and forward-looking goals.

Brand Differentiation

Noom differentiates itself in the health and wellness market by its intensive use of psychological principles and personalized coaching. Unlike many diet apps focusing on restrictive eating patterns, Noom promotes an all-foods-fit philosophy within a color-coded system to encourage balanced choices. Additionally, Noom's platform addresses a range of health goals, making it unique among wellness apps that often focus solely on diet or fitness.

The Color-Coded System

Noom's color-coded system, Green, Yellow, and Red, categorizes foods based on their caloric density and nutrient content to help users make more informed food choices. This system does not restrict foods but guides users toward a balanced intake across all categories, promoting portion control and nutritional awareness.