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Two people eating bowl of magictime popcorn in yellow bowl with yellow attire.
Person eating bowl of Magictime popcorn.

Magictime.
Brand refresh.

CPG Brand Strategy. Portfolio Architecture. Visual Identity. Package Design.

Magictime, an American CPG food brand for European and Middle-Eastern grocers, sought to refresh their packaging design system to better communicate the high-quality, budget-friendly nature of their offerings to an international audience. With a deep product portfolio across a myriad of categories, the system required adaptable versioning, strong flavor segmentation and easy product line extension.

With a through line of garnet red, fresh color floods, iconic imagery and retro design cues, the new visual strategy couples nostalgia with modern relevance. Familiar yet new, the updated brand evokes positivity from days gone by, raising quality perceptions and taste appeal for budget-conscious shoppers overseas.

A grid of Magic Time popcorn packages in various flavors side-by-side. The flavors include Cheddar, Sea Salt, Caramel, and Jalapeño. Each package has a distinct color background: yellow for Cheddar, blue for Sea Salt, teal for Caramel, and green for Jalapeño. Each package also features an image representing the flavor.
Magictime Logo
Before and after photo of Magictime butter popcorn boxed package.
A yellow box of Magic Time Honey Nut Oats cereal is placed against a yellow background. The box features an image of the cereal and text that reads "Magic Time," "Honey Nut Oats," "Toasted Whole Grain Oat Cereal," and other nutritional information. To the right, a hand is pouring milk from a glass pitcher into a bowl filled with the cereal, which has a spoon in it. Some cereal pieces are scattered on the surface near the bowl.
Three bags of whole bean coffee from the brand "Magictime." From left to right, the flavors are Mocha Roast, Toffee Roast, and Vanilla Roast. The Mocha Roast bag is purple and labeled "Dark & Robust," the Toffee Roast bag is brown and labeled "Medium & Nutty," and the Vanilla Roast bag is beige and labeled "Light & Sweet." Each bag features an illustration of coffee beans and a small graphic related to its flavor (a chocolate piece for Mocha, a toffee piece for Toffee, and a vanilla flower for Vanilla).
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