Witchery

For over five decades, Witchery has been synonymous with Australian women’s fashion, evolving from a beloved workplace style icon into a brand that defines modern versatility. In preparation for their next chapter, Witchery partnered with Moffitt.Moffitt. to revitalise their brand strategy and identity—celebrating their heritage while reimagining their future.

From crafting a new brand voice that balances the practical and poetic to designing a refreshed and adaptive typographic system, our work reinforces Witchery’s ability to seamlessly shift between functionality and provocation. The result is a brand identity that reflects the contrasting movements in modern style and the individuality of every woman.

Brand Strategy
Design
Digital
Environmental
Packaging
Print
Fashion + Retail

We created a typographic system for Witchery that combines contrasting serif and sans serif forms, reinforcing the brand’s ability to shift seamlessly between enduring elegance and bold modernity.

"Witchery is undergoing a transformation—broadening our reputation from a brand grounded in workwear to one that takes an ever-evolving, contemporary approach to her capsule wardrobe. Moffitt.Moffitt. brought a thoughtful and considered perspective to recalibrating our brand. From the refined brand identity to the modern brand voice, their work was instrumental in capturing who we are and where we’re heading."

Jennifer Petropoulos. Head of Marketing.