MAGIT UK
Branding &
Digital  Campaign

MAGIT is a London-based handmade leather goods brand that embodies The Art of Constructive Contradiction. Rooted in paradox, MAGIT explores the tension between opposites — refined and raw, minimal and ornate, functional and expressive — to craft objects that are both rebellious and reflective. This brand design project seeks to translate MAGIT’s philosophical foundation into a visual identity that is as layered and poetic as its products.

​

Conceptual Foundation

 

MAGIT’s identity is built on the idea of duality and transformation. Each piece is a result of trial and error, a fusion of textures, materials, and emotions. The brand does not chase perfection; instead, it celebrates imperfection, spontaneity, and the beauty found in chaos. This ethos is reflected in every design decision — from typography to layout, from colour palette to logo construction.

​

​

​

Visual Language

 

The design presentation reveals a meticulous yet expressive visual system:

 

Typography: The use of Optima font balances classical elegance with modern clarity, reinforcing the brand’s dual nature.

 

Logo Construction: The stylised "M" and "T" monogram is geometrically constructed using circles and lines, symbolising precision and spontaneity. The final logo is framed within a square grid, echoing themes of structure and freedom.

 

Colour Palette: A restrained yet warm palette — black, muted golds, and earthy browns — evokes luxury, craftsmanship, and timelessness. Each tone is carefully selected to reflect both the rawness of leather and the refinement of design.

 

 

 

Art Direction

​

The mood board and product imagery emphasise monochromatic sophistication and material intimacy. Black leather bags are styled with modern silhouettes, highlighting texture, hardware, and form. The photography captures the tactile essence of MAGIT’s creations, reinforcing the brand’s identity as wearable sculpture.

 

 

Brand Narrative

MAGIT’s storytelling is philosophical and poetic. Phrases like “constructs through destruction” and “a living contradiction” are not just taglines — they are guiding principles. The website and product pages extend this narrative, showcasing craftsmanship through close-up imagery and evocative copywriting.

 

​

Conclusion

 

This brand design project for MAGIT UK is a manifestation of its core philosophy: to create something from nothing. Through thoughtful contradictions and deliberate design choices, MAGIT emerges as a brand that is not only visually compelling but conceptually profound — a constant reconstruction of meaning, material, and identity.