Design: Sunhouse
Location: United Kingdom
Project Type: Produced
Client: Unilever
Product Launch Location: Global
Packaging Contents: Ice Cream
Packaging Substrate / Materials: Cardboard

Magnum has updated it brand expression, reinforcing its status as the world’s most iconic ice cream. Crafted by its long-standing partners at Sunhouse, the new identity evolves the idea of pleasure as an exclusive privilege to pleasure as a liberation to be enjoyed by all.

Sunhouse initially began working on Magnum in 2011, and is the agency that elevated the ‘M-Stamp’ to its now instantly recognisable stature. In the 10 years since, the independent design studio has worked side-by-side Magnum and the cross-agency team to creatively guide the brand’s transcendence from leading ice cream brand to global fashion phenomenon.

This latest progression was driven by the need to recapture the brand’s distinctiveness. As the category’s preeminent offering, Magnum sets the standard for decadent indulgence. This has inevitably led to copycatting as well as persistent challenges from competitors. Sunhouse was briefed to strengthen the brand from the inside out, defining strategic brand principles that would inspire Magnum’s brand world as well as redesigning current packaging to align with its new positioning as a liberated force of pleasure.

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