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.

Bringing fresh energy for 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. The new system makes a large portfolio of products easy to shop, helping consumers choose between ranges based on key product benefits. Capitalising on existing core growth, the new design also sets the brand up for exciting future innovation.

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.