Independent design agency Sunhouse has recently designed a special edition range of Magnum ice creams for the Italian market inspired by ‘The Divine Comedy’ by Dante Alighieri.
To commemorate the 700th anniversary of the poet’s death, Magnum developed three sensorially intense flavours that embody each stage of this epic journey.
The ‘afterlife worlds’ of Dante’s Divine Comedy are actualised with highly evocative design that expresses this classic story with a contemporary twist.
A pitch black landscape with fiery red cracks brings the temptation of Inferno to life, whilst abstract layers in earthy neutral tones embody the multi-sensorial dimension of Purgatorio.
Sally Knapton, Partner at Sunhouse. “We created visual worlds that captured the visceral tonality and sensorial nature of the story with a fearless style that was true to Magnum.”
Ben Curtis, global brand director at Magnum, said: “Magnum X Dante is a celebration of the highest expression of Italian literature with the highest expression of pleasure in the world of ice cream. Sunhouse really pushed the visual equities of the brand to channel the richness and depth of this epic story, crafting brave creative work that immediately immerses consumers in Dante’s world. It’s divinely inspired, aesthetically powerful and absolutely aligned with Magnum’s ‘True to pleasure’ ethos.”
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