Magnum rebrand plays with pleasure (and does not play it cool)

Magnum packaging
(Image credit: Magnum/Sunhouse)

If we told you a brand's aim was to be a 'liberated force of pleasure', what would your first thought be? Well, we'd ask you to drag your mind out of the gutter as this is actually the refreshed brand focus for ice-cream royalty, Magnum. 

Yup, Magnum has rebranded, with a brand new logo to boot (let's hope they used our logo design guide). And, in the age-old tradition of associating chocolate with pleasure, some of the wording around the brand's aim has overtones of something altogether tinglier than ice-cream. This approach puts us in mind of that scandalous '90s Flake advert (tongue, steamy bath, woman – need we say more?). 

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Georgia Coggan
Editor

Georgia has worked on Creative Bloq since 2018, and has been the site's Editor since 2023. With a specialism in branding and design, Georgia is also Programme Director of CB's award scheme – the Brand Impact Awards. As well as immersing herself with the industry through attending events like Adobe Max and the D&AD Awards and steering the site's content streams, Georgia has an eye on new commercial opportunities and ensuring they reflect the needs and interests of creatives.