A Recipe for Rollout. Baking an identity into the 'Magnum Bakery' and it's whacky creations.
Challenge
Magnum wanted to create a new, globally scalable experiential concept that tapped directly into the social media trend of food experimentation and 'trending recipes.' The goals were to:
Develop a Concept that Sells:
Create a visually compelling and irresistible concept—the 'Trending Treats Bakery'—and produce initial mock-ups and a pitch deck strong enough to secure immediate buy-in from internal stakeholders at the Global Magnum Brand Team.
Create a visually compelling and irresistible concept—the 'Trending Treats Bakery'—and produce initial mock-ups and a pitch deck strong enough to secure immediate buy-in from internal stakeholders at the Global Magnum Brand Team.
Ensure Flawless Debut:
Design the full visual identity and supporting materials for the concept's high-stakes debut at the Magnum Cannes 2025 Party—their most iconic calendar event.
Design the full visual identity and supporting materials for the concept's high-stakes debut at the Magnum Cannes 2025 Party—their most iconic calendar event.
Create a Global Asset:
Develop a scalable identity that could be easily deployed and refined for future global market activations.
Develop a scalable identity that could be easily deployed and refined for future global market activations.
My role
Working alongside the lead experiential agency, Unrattled was embedded in the creative process from the earliest stages of ideation through to final asset delivery for the Cannes launch.
Concept & Pitch Visualization:
We designed the initial visuals and high-fidelity mock-ups for the full 'Trending Treats Bakery' concept. Our pitch deck and supporting visuals focused heavily on the concept's virality and how the innovative recipes would look, helping to secure crucial internal buy-in.
We designed the initial visuals and high-fidelity mock-ups for the full 'Trending Treats Bakery' concept. Our pitch deck and supporting visuals focused heavily on the concept's virality and how the innovative recipes would look, helping to secure crucial internal buy-in.
Recipe Ideation & Naming:
We attended the experimental taste testing sessions, actively contributing to the final recipe concepts and, notably, developing some of the quirky, on-trend names for the bespoke Magnum creations like 'Maca BonBons'.
We attended the experimental taste testing sessions, actively contributing to the final recipe concepts and, notably, developing some of the quirky, on-trend names for the bespoke Magnum creations like 'Maca BonBons'.
The Visual Identity
We designed the initial visual system for the bakery concept, including:
We designed the initial visual system for the bakery concept, including:
The 'Magnum Bakery' lock-up.
Unique logos and mini identities for each individual recipe concept.
Physical design assets, including packaging, product tracing paper, ingredient cards, and bespoke menu designs for the Cannes party.
Results
The Magnum Bakery was a major success at Cannes 2025. It impressed A-list attendees, influencers and created significant social media excitement, validated by its feature on Magnum's own global website.
Instant Virality & Engagement:
The concept successfully tapped into social media culture, offering fans an engaging way to create and share their favourite new ways to enjoy Magnum.
The concept successfully tapped into social media culture, offering fans an engaging way to create and share their favourite new ways to enjoy Magnum.
A Scalable Asset:
Following its successful launch, The Magnum Bakery has since been adopted and rolled out as a central activation concept across Magnum's global markets, ensuring the concept we created reaches consumers worldwide.
Following its successful launch, The Magnum Bakery has since been adopted and rolled out as a central activation concept across Magnum's global markets, ensuring the concept we created reaches consumers worldwide.
Design-Led Success:
By creating a flexible and premium visual identity early on, we made sure the concept maintained its high-end appeal and was ready to be easily adapted by global teams in the future.
By creating a flexible and premium visual identity early on, we made sure the concept maintained its high-end appeal and was ready to be easily adapted by global teams in the future.
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