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Behind the scenes

SMLXL & Principi

United States

October 24, 2025

Mindsparkle Mag

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Magenta Fruit Fight

SMLXL company developed a new identity, packaging, and game design for Magenta, a unique card game publisher developed by CMYK. The brief calls for creating a pack system that generates both identity and sense of collection, while allowing the individual expressiveness of each game.

The packaging features two layers: a coherent exterior that gives the collection a striking shelf presence, and an expressive interior that showcases each game’s personality. A solid magenta allows for diverse visual languages across games, while die-cuts offer playful window placements that reveal illustrations matching the card backs, adding surprise and delight.

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Creator: SMLXL & Principi

Project commissioned: CMYK Games

Structural Packaging: Jonas Lagerstedt

Photography: Daniel Forero

Duos Illustration: Manzinador

Design: Principi

fruits game cmyk
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