• Transform magazine
  • May 18, 2022


Sunhouse creates ‘divinely inspired’ special edition range of Magnum ice creams


Inspired by medieval literary genius Dante Alighieri’s ‘The Divine Comedy,’ the England-based agency designed the ‘Magnum X Dante’ range specifically for the Italian market. The three sensorially intense flavours, respectively representing heaven, purgatory and hell, are a play on the poet’s epic journey.

Magnum sought to honour Dante’s most famous work and commemorate the 700th anniversary of his death. Turning to Sunhouse, the agency was tasked with bringing this idea to life, therefore elevating the brand’s own story about the ‘liberation of pleasure.’

Bringing a contemporary twist to the classic story, the limited edition campaign saw Sunhouse construct three highly evocative designs. Inferno, for instance, sees a pitch black landscape with strong, fiery red cracks embody the notion of temptation. Meanwhile, earthy neutral tones are utilised for Purgatorio, and the heavenly indulgence of Paradiso is captured by far lighter pinks and whites.

“Such incredible work had been done in developing products that lived and breathed each of the different realms, so we wanted to ensure that the designs helped fulfil each of those experiences,” says Sally Knapton, partner at Sunhouse. “To achieve this, we created visual worlds that captured the visceral tonality and sensorial nature of the story with a fearless style that was true to Magnum.”