Magnum releases new packaging design for signature range

The premium ice cream brand wanted a high-fashion concept for its new product range. Magnum partnered with Sunhouse to execute couture-coded packaging within every element of design.

The packaging was built around The House of Magnum platform, featuring runway palettes, refined detailing and a delicate level of craft made for new products, Magnum La Pistache and Magnum La Pêche.

Cocoa hues serve as the base of the design, with green or orange accents to match the colour of the product. On the back of the pack, a layered diagram details each taste and texture of the bars. 

A background texture of cracked chocolate exposing fluffy ice cream emulates flowing, layered fabrics as on the runway. The concept was designed to scale, translating from packaging into brand world and experience.

“This is packaging that has to work everywhere: on shelf, in hand, on camera and in the split-second scroll. So we made choices that hold up at every size, in every context and under every kind of supermarket lighting,” says Sally Knapton, partner at Sunhouse. “It’s bold where it needs to be. Detailed where it earns it. And clear enough to let the product do the talking.”