Mitchum

FRESH CONFIDENCE

Packaging
Production
Guidelines

We gave fresh energy to the Mitchum portfolio, powering up the brand’s core assets to create packs with the confidence to stand out and a portfolio system that makes sense. Capitalising on existing core growth, the new design also sets the brand up for exciting future innovation without breaking a sweat.

Business Challenge:

Mitchum had enjoyed phenomenal growth in the UK over the past decade, reaching #4 in the category. But its ‘top-of-mind’ awareness and consideration didn’t match its category position, distribution gains were hitting a ceiling and innovation was lacking in the core.

To move Mitchum up the rankings of a highly competitive category our brief was to revive and modernise the portfolio, defining a distinct approach to the men’s and women’s ranges that would drive standout, equity and relevance. We also needed to create a design system that could accommodate future NPD.

Creative Solution:

We kicked things off with an in-depth client workshop exploring the consumer target and category, along with a strategic look at portfolio architecture options and a review of Mitchum’s existing assets to sort the sweet from the stale.

Following conceptual development and consumer validation we’d brought Mitchum’s ‘social confidence’ positioning to life by giving new power to its core assets, improving standout and hierarchy while optimising colour choices to make the brand unmissable at shelf.

At the heart of the refreshed design is a renewed shield icon that’s cleaner and bolder than before, with the shield echoed in the pack architecture and key icons to embed a shape language that signals Mitchum wherever it’s seen.

The new system makes a large portfolio of products easy to shop, helping consumers choose between ranges based on key product benefits, while also making it intuitive to find their preferred fragrance in a colourful and competitive landscape.

And with clear rules for how and where to flex, the design easily handles innovation and lets the range continue to expand, while always building equity in the Mitchum brand.

A fresh new look that’s built for the future too? No sweat.