MaggiBug

Developed as part of my Master’s in Art Direction, Magibu is a conceptual brand extension for Haribo, aimed at children aged 4 to 12. Magibu reimagines gummy candies as magical companions that encourage creativity, emotional exploration, and storytelling. Through characters with unique powers and personalities, the brand creates a playful, fantasy-driven experience that strengthens emotional bonds between children and parents.

The project included naming, visual concept, brand storytelling, launch strategy, merchandising ideas, and packaging proposal.