Branding
Friday April 30, 2021 By David Quintanilla
Sunhouse Creative Is Liberating The Pleasure of Magnum | Dieline


The brand new Magnum visible identification could have you drooling over thick crackling chocolate quicker than I can say, “Who needs ice cream?” The model has labored with Sunhouse Inventive, the branding and design company situated within the UK, since 2011, making for a profitable long-term partnership. This newest model refresh intends to recapture the model’s distinctiveness by pushing the bounds of what it means for a model to be luxurious, intrepid, and assured. The design captures all of those high-end qualities and strengthens the model’s standing of being essentially the most iconic ice cream available on the market. Now, who needs ice cream?


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Magnum has up to date it model expression, reinforcing its standing because the world’s most iconic ice cream. Crafted by its long-standing companions at Sunhouse, the brand new identification evolves the thought of enjoyment as an unique privilege to pleasure as a liberation to be loved by all.

Sunhouse initially started engaged on Magnum in 2011, and is the company that elevated the ‘M-Stamp’ to its now immediately recognisable stature. Within the 10 years since, the unbiased design studio has labored side-by-side Magnum and the cross-agency crew to creatively information the model’s transcendence from main ice cream model to world vogue phenomenon.

This newest development was pushed by the necessity to recapture the model’s distinctiveness. Because the class’s preeminent providing, Magnum units the usual for decadent indulgence. This has inevitably led to copycatting in addition to persistent challenges from rivals. Sunhouse was briefed to strengthen the model from the within out, defining strategic model ideas that might encourage Magnum’s model world in addition to redesigning present packaging to align with its new positioning as a liberated power of enjoyment.

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“All of the unimaginable work over the previous ten years has efficiently positioned Magnum as a real way of life model,” feedback Sunhouse’s Sally Knapton. “However because the democratisation of tradition and vogue begins to shift our notion of luxurious, the model ran the chance of turning into stiff and contained. Our problem was to set it free by pushing it off its pedestal with out shedding any of its aspirational attract and desirability.”

Magnum’s new liberated expression is guided by ideas that encourage fearlessness, confidence and sensorial indulgence. Firstly, the gold and brown of the M-Stamp have been flipped to raise its iconicity past the product. The bling is gone, however what stays is singular, modern and fully confident. The wordmark has been redrawn for optimum stability and class, while the introduction of the brand new M-Angle amplifies the model’s strongest asset – the indulgent ‘crack-and-cream’ expertise.

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“To develop the brand new identification, we assessed the aim and chance in each Magnum asset,” feedback James Giles, Inventive Director at Sunhouse. “It wasn’t about inventing one thing new. It was about unlocking what was at all times there and at all times true. On this method, we had been capable of finding alignment with what shoppers intrinsically love about Magnum after which evolve it for relevance and affect.”

“Magnum is and at all times has been a champion of true pleasure, dedicated to those that are courageous sufficient to free themselves to expertise it genuinely and in full. The nuance of this has been exquisitely captured in Sunhouse’s work,” feedback Ben Curtis, International Model Director at Magnum. “Sunhouse has been with us by means of three redesigns, they usually by no means fail to ship sensational creativity. Similar to us, they care concerning the particulars, which is why Magnum continues to really feel recent and culturally on-the-pulse.”

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