Island Witch

Island Witch launched in August 2020 with a range of three gluten-free, nut-free, paleo, vegan alternatives to porridge and bircher muesli. The products are created using sustainable and ethically-sourced premium ingredients, presented in recycled and compostable packaging. Designed to appeal to the health and environmentally conscious, Island Witch is a small, luxury brand with products available online and at premium health food stores.

The Island Witch lives and creates in Tasmania. She is a ‘kitchen witch’ and from here she uses her magic to make nourishing food. She believes in the power of food, the magic in its preparation and its ability to heal and bring people together. Tasmania has a beautiful, varied and mysterious landscape with fertile soils and a climate suitable for growing a vast array of produce. It is from here she sources many of her ingredients. Island Witch lovingly infuses her food with the dark and wild magic of Tasmania.

The logo is a blended initialism – where the ‘I’ from ‘Island’ and ‘W’ of ‘Witch’ morph to create the main ideographic component. It is also makes reference to the MacBeth’s ‘Three Witches’ – the wayward sisters who, much like Tasmanians in general; do things differently, are creative, resourceful and a little rebellious. The typographic element supports the witches, a little subdued whilst hinting at the premium nature of the product. Island Witch uses dark green to show her commitment to health, vitality and growth and of the dark and mysterious quality of Tasmania. Gold is the witch’s magic and of luxury and quality. Paired with a dusky pink for contrast, we lighten the brand with youth, health and playfulness.

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