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.

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 assets to sort the strong from the stale.

Following concept development and consumer validation we brought Mitchum’s ‘social confidence’ positioning to life by giving new power to its core assets, improving standout and hierarchy while optimising colour 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.

From the core range we turned our focus to Natural Power, using scent-inspired illustrations to boost visibility and clear product benefits to reassure on effectiveness – all within the consistent new pack architecture.

The new system makes a portfolio of products and fragrances easy to shop, with the flex to handle future innovation and an expanding range, while always building equity in the Mitchum brand.

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