Skip to main content
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.
Multiple green bags of Magictime "Hint of Lime" tortilla chips displayed against a matching green background. Each bag features a sliced lime illustration. Tortilla chip graphics are scattered around the bags, enhancing the vibrant and zesty theme.
Magictime Logo
Before and after photo of Magictime butter popcorn boxed package.
Multiple bags of tortilla chips from the brand "Magic Time" are arranged in a pattern. There are three different flavors visible: "Hint of Lime," "Chili Pepper," and "Simply Sea Salt." Each bag has a distinct color: green for Hint of Lime, orange for Chili Pepper, and light blue for Simply Sea Salt. The design on each bag includes an illustration representing the flavor, such as a lime slice, chili peppers, and a salt shaker.
Three cans of Magictime flavored seltzer water are displayed. From left to right, the flavors are Lime, Orange, and Grapefruit. The Lime can is green with a lime slice image, the Orange can is orange with an orange slice image, and the Grapefruit can is pink with a grapefruit slice image. Each can has water droplets on it.
Two boxes of Magictime brand cereal side by side. The box on the left is for "Raisin Bran" in a lavender-colored package, showing a bowl of toasted whole grain cereal with raisins. The box on the right is for "Frosted Wheat" in a beige package, showing a bowl of bite-sized frosted.
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.
Two pint-sized containers of Magictime Mint Chip Ice Cream are shown floating against a light blue background, surrounded by floating mint leaves. The containers are light mint green with a deep red lid and feature the Magictime logo, chunks of chocolate, and text that reads “Fantastic Flavor,” “Creamy Classic,” and “Mint Chip Ice Cream.” The bold red lettering and fresh mint visuals emphasize the flavor and refreshing appeal.
A bag of Magictime Whole Bean Mocha Roast coffee is placed on a purple surface. Next to the bag, a hand is pouring milk from a small glass pitcher into a purple coffee mug. There are scattered coffee beans and ground coffee on the surface, with some ground coffee on a spoon. The background is also purple.
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).
A box of Magictime Sea Salt Popcorn is featured against a light teal background with popcorn kernels floating around it. The packaging displays a bowl of sea salt at the center, with bold red text reading "Sea Salt Popcorn." The design is clean and modern, emphasizing natural flavor and simplicity.
Back