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

Georgia is lucky enough to be Creative Bloq's Editor. She has been working for Creative Bloq since 2018, starting out as a freelancer writing about all things branding, design, art, tech and creativity – as well as sniffing out genuinely good deals on creative technology. Since becoming Editor, she has been managing the site on a day-to-day basis, helping to shape the diverse content streams CB is known for and leading the team in their own creativity.