The style had to be at the right volume where engaging, while at the same time effortless and supportive of its game mechanics.
The die-cut window acts as a small portal into each game’s universe.
We constantly ask whether a component is essential to the game mechanic. If it isn’t, it goes.
The artwork revealed through the die-cut always corresponds to the back of the cards inside. If you place one of the cards on the box, it aligns perfectly.
What seemed simple turned into eight months of back-and-forth to get right.
Supreme works beautifully at large sizes and equally well in small print, which was crucial for rulebooks.
SMLXL, a Barcelona and New York-based studio, designed playful packaging for a collaboration between Midnight Cosmetics and pet brand HotDog. The project merges Midnight’s minimalist aesthetic with HotDog’s exuberant energy through gouache-painted illustrations of dogs in motion. The result is a vibrant, tactile design that communicates the product’s softness and joy while showcasing SMLXL’s conceptual approach to design.
SMLXL and Principi collaborated on the visual identity and packaging for CMYK’s card game Fruit Fight, part of the Magenta collection. The design uses motion blur to depict fruit in motion, combining vibrant colors and minimalist composition. Lineto’s Supreme typeface and a fluorescent magenta packaging system unify the collection under a clean, modern aesthetic.
SMLXL and Principi collaborated to create a unified yet collectible packaging identity for Magenta, a new card game publisher from CMYK. The design centers on a fluorescent magenta slipcase with a die-cut window revealing each game’s unique visual identity, supported by a consistent typographic and structural system. The project balances individuality and coherence, reflecting both studios’ shared design philosophy before their split into separate practices.
BP&O features Pentagram’s new graphic identity for CHUS X CHUS, a jewellery line by Spanish designer Chus Burés aimed at a younger audience. Led by partner Natasha Jen, the project centers on a custom modular typeface inspired by the structural qualities of jewellery, complemented by bold photography and minimal packaging. The identity bridges digital and physical touchpoints with a modern, avant-garde aesthetic.