Packaging Redesign:

Role:
As the Senior Packaging Designer for this project, I was responsible for concept, design and execution.

Challenge:
The old packaging was considered old-fashioned and didn't effectively deliver on many of the important Mitchum attributes such as strength, premium & sophistication. Our challenges were to better talk to men & women in a more modern way, become attention-getting and bold without compromising it's no nonsense tone.

End Result:
This new design, produced worldwide, reinforced the brand heritage.