Just as summer here finally ends Magnum has revealed a European wide campaign for the Summer that achieves a kind of sophistication the brand has always reached for but never quite got. Mainly due to the simplicity and style of the illustrations of Thomas Danthony, which channel classic french and Italian product illustrations of yesteryear like the famous Cassandre Dubonnet poster. They need no language or message, just a tiny brand mark to help decode the meaning. Have dropped any reference to the usual attributes or benefits and instead have created association with evocative ideas of dream summers. They’ve finally shed the hackneyed ideas of indulgence and created something new and differentiated. It’s beautiful and subtle for a brand that always seemed more showy than sophisticated. Check out the rest of the illustrations and yearn for summer.

 

Derek Carroll

Derek is the Creative Partner at Truly Deeply, a brand agency with 25 years experience working with brands to position them for growth. His deep expertise is in creating beautiful, effective and unique brand identities that bring strategy to life and resonate with audiences. Derek has extensive experience developing consumer, business, community and government brands.
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