Netflix

The Witcher Packaging

Netflix engaged our design team to refresh the licensed product packaging program for The Witcher, a Netflix original series based on the popular fantasy book series of the same name by Polish author Andrzej Sapkowski. The strategy was to appeal to The Witcher’s current fan base, as well as to the broader fantasy and gamer audience, through a look that was all-encompassing of the franchise, rather than one that focuses on a particular story arc, the characters, or the series’ upcoming third season.

Our solution for the packaging refresh begins telling the story of The Witcher with a stark, white background violated by a black, gritty watercolor texture. The texture is symbolic of the wilderness depicted throughout the series, with hints of the mountains and trees found within its landscape. Overlaying the textured background are subtle, gold cartographic details and runes pulled from the iconic map of the Continent, where the series takes place. The White Wolf symbol, representative of the series’ lead character, Geralt of Rivia, dominates the remainder of the design refresh. It is used both as a soft, golden, atmospheric element that falls behind product, and as a branding device, rendered in steel blue metal on the top panel. The gold color of the cartographic details, runes, call-out burst, and metal bar that separates the product name from the descriptor text is inspired by Geralt’s eyes, which turned a gold color as a result of the mutations he had to undergo to become a full-fledged witcher.