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

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.