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With a mandate to transition to fully sustainable packaging, Magnum commissioned us to explore the sensory attributes of materials that convey sustainability while maintaining a luxurious appeal.


Research shows that consumer perceptions of sustainability are heavily influenced by the experiential qualities of materials. Emotions, instincts, and feelings take precedence over rational information in shaping these perceptions.

We conducted extensive research, analysing sensorial cues for sustainability and premium-ness within the context of the ice-cream category and Magnum's brand positioning. This informed a detailed brief specifying the ideal texture, appearance, and sound of Magnum's sustainable packaging.


Our research and Sensory Prescription® guide Magnum's R&D team in creating sustainable packaging that seamlessly conveys luxury, marrying the indulgent Magnum experience with Unilever's commitment to sustainability.