Magnum. 2005.
A pan-European limited range, built from one insight about the small sensual moments that reconnect a busy woman with herself. Eleven frames: the six steps, the handwritten concept sheets, the finished art, and the idea that came out of a brainstorm instead.
It is an old project, yes. It is also the one case study anybody can understand, because everybody knows what a Magnum is and everybody has an opinion about ice cream.
Twenty eight pages, written at the time.
The brief and why a limited edition had to do more than be limited. The focus groups in Rome. All four concepts as they were written by hand. What the testing said about each one, and why Bliss did not survive Germany.
Concept illustrations by Kore Antonsen. Concepts written by Matt Hart and Zoe Hamilton. Qualitative insight and testing by Pavan Research, Rome.