Magic Amah
Packaging (HDPE bottle shape design)
Magic Amah is a leading manufacturer of detergent and household cleaning products in China and Taiwan. Natural Magic was the brand's first ever foray into a higher value laundry detergent segment, creating a mass premium brand that is eco-friendly, made from 100% natural ingredients.
To convey the concept of Nature, the new 1.8 litre bottle is built around a leaf and its stem. The stem forms a soft, comfortable and convenient handle, while the label takes the form of the leaf, extending from the stem handle. The closure includes a green dosing cap with embossed leaf prints, furthering the natural feeling at a key point of contact.
The architecture of the shape envelops the label, allowing for a large label presence. The HDPE container is blown according to the process of extrusion blow-molding. The bottle is stable and compact, and encourages natural tilting and pouring gestures.
