Custom Typeface, Branding and Packaging Design for Modern Magic, a Small Batch Perfume Brand

In 2020, our friend Judah Abraham from Slate Brands approached us with an idea for a fragrance line called Modern Magic. The concept was simple yet full of charm: the bottles would resemble little potions—elixirs designed to make you feel more powerful and confident. Our prior collaborations with Judah and Slate Brands had already built a strong foundation of trust, and we started the project together with a brand name and a vision for the bottles with a cork cap (to lean into the potion-like nature of the perfumes).

Beyond these initial ideas, we were given a lot of creative space to explore how the brand could come to life. We approached the logo and packaging design holistically, developing them simultaneously to ensure a cohesive brand identity. Inspired by the most basic magic trick—making things appear and disappear—we utilized the power of variable fonts to create the MODERN MAGIC logotype. The design featured inlines that could adjust to be more or less prominent, playing with the concept of visibility. Given the longer length of the name, we also crafted an MM monogram for smaller applications.

Our creative process extended beyond branding to encompass packaging and the overall brand direction. One of our early questions was whether the perfumes could be tinted. Knowing that the collection would consist of only three fragrances, we saw color as a way to differentiate them and create distinct brand worlds for each scent. This also tied into our theme of visibility: the tints gave shape to the perfume but vanished once sprayed, reinforcing the idea of making things appear and disappear.

With the go-ahead for tints, we turned our attention to the rest of the packaging. We knew there would be top-tier perfumers developing the scents, so we wanted the packaging to highlight the craft without overshadowing the product. A traditional label felt out of place, so we proposed a simple white label wrapped around the base of the bottle, reminiscent of an apothecary’s label. The label would be a small identifier that leaves space for the perfume to shine. This minimalist approach led us to expand the Modern Magic logotype into a full display typeface. We knew with so little graphic elements and typography on the bottles, each letterform needed to stand out and carry the brand identity.

For the label design, we were inspired by hidden messages and textures. Blind embossing felt like a natural fit, since it would beatuifully highlight the textural quality of the typeface’s linework. We experimented with various paper and ink combinations, searching for the perfect harmony of visibility and invisibility.

However, as the project progressed, we encountered challenges. The cork cap design failed technical tests; the spray mechanism was getting stuck, requiring a redesign. Additionally, we had concerns about the legibility of a blind embossed label, but even the lightest gray ink seemed to diminish the label’s charm. These issues led us and the Modern Magic team to pivot: we replaced the cork cap with a new design featuring the MM symbol embossed on top. For the label, we shifted to direct printing on the bottle, eliminating the paper altogether. Although not our original intention, shifting to direct printing allowed the fragrance to literally be seen through the inlines of the brand logo and scent title, ultimately feeling like an even stronger expression of the brand identity and a better use of the custom typeface.

The remainder of the brand came together seamlessly. The color palette was kept minimal, with shades of white, cream, and gray to let the vibrant fragrances take center stage. The box packaging builds on the same ideas put forward in the bottle design: beautiful subtle textures, and minimal, intentional typography.

Modern Magic launched in the summer of 2024. The scents are all magic, and are available for purchase on the Modern Magic website.

Brand Photography by Caro Scarimbolo
Special thanks to Emily Collins & Judah Abraham of Slate Brands