Witch refresh comes care of Bloom

Bloom has refreshed branding and packaging for De Witt’s skincare range Witch, as the company moves to reposition itself in the competitive skincare market against brands like Olay, Garnier and Clearasil.

The design work is the result of a collaborative effort between Bloom and marketing consultant Value Engineers, which formulated the brief of ‘absolute skin refreshment’.

According to De Witt marketing manager Mike Harrison the project is part of the company’s strategy to move away from its image as an ‘occasional solution product and into a daily-use market’.

The brand has strong consumer recognition as a healthcare brand and this had to be taken into account when updating the packaging, says Bloom planning director Ben White.

‘We have had to walk a fine line between a more vibrant image and devaluing the brand,’ White explains. ‘Witch is in many ways a very serious product, but it was in danger of losing its relevancy.

‘Our use of the traditional leaf motif helps to project a more confident and dynamic image while ensuring it does not become too plastic or artificial,’ he adds.

The group was appointed to the project without a pitch on the strength of previous work in the sector. If the Witch refresh is deemed a success the company hopes to reposition the remainder of its products and Bloom is likely to work on any future projects, says White.