House of Magnum Signature Range

Magnum has launched a new signature design for two new product innovations: Magnum® La Pistache and Magnum® La Pêche. Created with Sunhouse, the design is crafted for a first impression that hits as hard as the first bite.

Built around The House of Magnum platform, the design draws on the codes of couture: runway palettes, refined detailing and a level of craft you can see and feel in every detail of the pack.

Cocoa hues are treated like seasonal shades. Magnum’s iconic details are elevated with more precision and restraint. On the back of pack, a layered diagram serves as a blueprint of pleasure, revealing the architecture of each flavour and detailing every taste and texture.

The result is a contemporary world that still feels unmistakably Magnum®: elevated, crafted and designed to be noticed.

“By fearlessly tapping into the codes of high fashion, the designs spark desire for style and substance in equal measure,” says Chris Griffiths, Creative Director at Sunhouse. “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, translating effortlessly from packaging into brand world, experience, and cultural moments. At Cannes, it came to life as part of The House of Magnum®. An immersive destination where guests could step inside the world of Magnum® and discover the new range in suitably stylish fashion.

“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,” says Sally Knapton, Partner at Sunhouse. “It’s bold where it needs to be. Detailed where it earns it. And clear enough to let the product do the talking.”

“The House of Magnum platform allows us to express our chocolate expertise and flair for indulgence in a bold new way,” comments Tobias Sparnaaij, Brand Lead, Magnum®. “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.