A luxurious and immersive ocean inspired brand and packaging experience for Magic Abalone, capturing the power and mystique of their wild coastal origins.

Found on rocks and reefs in the deep blue, wild, yet pristine waters of Cape Leeuwin, it is here where you can find the home of Magic Abalone – where the Indian and Great Southern oceans meet and the real magic happens.

From traditional fishing families within the south west region of Western Australia, Magic Abalone’s specialised and highly skilled divers hand-harvest wild caught abalone from the ocean floor. It is these crystal-clear waters which not only provide the perfect growing conditions for abalone to reach their peak in both size and taste, but provided inspiration for the Magic Abalone brand.

Drone imagery was used to capture the powerful seas and coastal waters of this world-renowned region, drawing a connection between the mystical, unique location where Magic Abalone fish and that of their brand. Naturally, the colour palette, inspired by the ocean, is at the forefront of the design across the entire range, including their three luxurious products – one for each of the abalone varieties.

Choosing to engage the consumer at all levels, the gift boxes provide an immersive, interactive, yet elevated experience. Using multiple layers – similarities can be drawn between the diver’s dedication, delving into the depths of the dark blue ocean before they too touch the abalone itself, while expressing the natural, wild environment and its Australian origin.