The Spice witch
A Pinch of Personality: Brewing a Magical Identity for Artisan Condiments
Transforming a small food producer into a standout brand with charm and shelf power
The Spice Witch is a small-batch food producer based in East Lothian, creating award-winning artisan chutneys, relishes and mustards. Known for blending high-quality ingredients with a playful, whimsical twist, the brand embraces its identity as a “conjuror of artisan condiments”. Every jar is handmade, infused with flavour and charm, and wrapped in a distinctively magical persona.
The Brief
The challenge was to evolve the original homemade aesthetic into something more polished and retail-ready, without losing the character, warmth or personality that made the brand special. The new identity had to feel professional and confident while retaining the witchy theme that customers had grown to love.
Creative Direction
I explored a wide spectrum of “witch” styles, seeking a concept that could hold its own at small scale, particularly important for logos and labels. The solution also needed to work across a large colour palette, carefully developed to represent the growing product range.
Design Execution
The final logo features a stylised witch in silhouette, full of sass, energy and charm. It feels hand-drawn and characterful, with just the right touch of mischief. From there, I created a full brand system, including packaging design that complemented the beautiful copper-lidded jars.
Metallic textures and glossy finishes added shelf appeal and gave each product a premium feel. The result was a distinctive, cohesive identity that allowed the range to stand out in a competitive artisan food market.
Results and Response
The new identity was an instant hit. The refreshed branding gave The Spice Witch a more confident retail presence and led to a marked increase in sales across East Lothian and beyond. Stockists reported stronger interest and better customer recognition, with more retailers coming on board shortly after launch.
Client Feedback
“I had been planning to refresh my brand for a while but struggled to find a designer among recommendations who really shared my vision. Andy, however, was outstanding. He got it straight away. He knew what I wanted, even when I couldn't articulate it. He is so talented, his patience is infinite and his manner very easy-going, (which was essential during my project and the extremely tight timescales!) His work has completely turned my business around. The branding has been complimented by some very big names in the food and drink industry and has helped me to gain some amazing recognition. We are continuing to work together as my business is growing and hope to do so for many years to come. I recommend his services at every opportunity.”
Janice Strachan, Head Witch, The Spice Witch
