Magnum has launched a couture-inspired packaging identity for its latest innovations, Magnum La Pistache and Magnum La Pêche. Created with Sunhouse, the design elevates the brand’s luxury credentials with refined detailing, runway palettes and tactile craft. The concept scales across packaging, experiences and cultural moments, reinforcing Magnum’s indulgent, high-fashion positioning.
Magnum has introduced a striking new design identity for its latest product innovations, Magnum La Pistache and Magnum La Pêche, created in collaboration with design agency Sunhouse. Built around The House of Magnum platform, the refreshed look draws inspiration from the codes of couture, combining runway palettes, refined detailing and a level of craft designed to impress at first glance.
Cocoa hues are treated as seasonal shades, while Magnum’s iconic details are elevated with precision and restraint. On the reverse, a layered diagram reveals the architecture of each flavour, mapping textures and tastes in a blueprint of pleasure. The result is a contemporary aesthetic that remains unmistakably Magnum: bold, crafted and designed to be noticed.
Chris Griffiths, Creative Director at Sunhouse, explains: “By fearlessly tapping into the codes of high fashion, the designs spark desire for style and substance in equal measure. Magnum’s distinctive equities have been reimagined to reinforce chocolate and luxury food credentials, layering rich and tactile details to give consumers more to discover, unbox and devour.”
The concept was designed to scale seamlessly across packaging, brand experiences and cultural activations. At Cannes, it came to life as part of The House of Magnum, an immersive destination where guests could step inside the brand world and discover the new range in suitably stylish fashion.
Sally Knapton, Partner at Sunhouse, highlights the versatility of the design: “This is packaging that has to work everywhere: on shelf, in hand, on camera and in the split-second scroll. So we made choices that hold up at every size, in every context and under every kind of supermarket lighting. It’s bold where it needs to be. Detailed where it earns it. And clear enough to let the product do the talking.”
For Magnum, the new identity reinforces its craftsmanship and indulgent positioning. Tobias Sparnaaij, Brand Lead, Magnum, comments: “La Pistache and La Pêche capture the spirit of Magnum craftsmanship while giving Pleasure Seekers something truly special to enjoy. The design makes that craft visible, dialling up both the quality of the product and the high-fashion attitude of this signature range.”
Magnum La Pistache and Magnum La Pêche are now available globally, bringing a couture-inspired sensibility to the ice cream aisle and beyond.
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