Australian womenswear brand Witchery has debuted a new monogram, setting the next chapter for the Country Road Group brand.
The monogram is set to feature across a curated capsule of elevated essentials, and will be splashed across product, digital and in-store touchpoints.
According the brand, the monogram draws from the lines of the letter ‘W’ and a silhouette of a tailor’s scissors.
“The Witchery monogram is our exciting next chapter, one that speaks not just of where we’ve been, but where we are going,” head of marketing Jennifer Petropoulos said. “It’s a symbol of transformation, confidence, and elegance. A quiet, powerful statement, like the woman who wears Witchery.
“Bold and iconic, the monogram will anchor our brand presence across every touchpoint— from product design to the Witchery app icon, marketing communications to in-store experiences.”
The new monogram follows a year of rebranding at Witchery, initially met with backlash amid a sizing change which the brand has since rectified. The brand has since unveiled a new store look at Chadstone in September 2024.
Witchery was founded in South Australia in 1970, and expanded into David Jones in 2003. The brand then expanded into New Zealand and South Africa in 2010, before forming part of Country Road Group in 2012.
In 2023, the brand expanded into Myer and launched its own mobile app.
The Company You Keep design director Corey James helped design the new monogram, alongside Witchery’s head of design Kirby Hanrahan.
Hanrahan said the monogram is more than a symbol. “It’s a celebration of our heritage and a bold step into our future,” Hanrahan said. “Inspired by the strength of the ‘W’ and the atelier craftsmanship integral to our heritage. It reflects our commitment to design that empowers and endures.
“This emblem represents the confidence and elegance we strive to bring to every woman’s wardrobe.”
The monogram will first appear on the capsule, and will continue to evolve across new categories, silhouettes and fabrications.