Magenta: A Modular Identity for a Bold Card Game Collection

Developed by SMLXL and Principi for Magenta, this identity and packaging system for a series of card games starts with a clear structural idea. Each game is treated as part of a growing collection, while still retaining its own visual character. The designers cleverly used the card format as the basis for both packaging and overall identity, maintaining a cohesive look across the entire lineup.

The packaging is split into two distinct layers. On the outside, a unified magenta shell establishes strong shelf presence and reinforces the collection as a whole. Inside, each game reveals its own graphic language through die-cut windows and illustrated covers that align with the card backs, introducing variation within a consistent structure.

Function and expression are closely intertwined throughout the system. Interiors are designed like bento boxes, precisely shaped to hold each game’s components. An indexed icon system beneath the numbers ensures accessibility for color-blind players, while the instruction booklets are treated as editorial objects, organized into clear chapters to improve readability. If you’d like to see more, check out the full project on Behance.

More packaging design via Behance