Magicrete – The Magic Behind Happy Homes

In the ever-evolving world of construction, Magicrete Building Solutions has emerged as a frontrunner, reshaping the landscape with its lightweight concrete (AAC) blocks. But Magicrete's influence extends far beyond walling solutions. From waterproofing with MagicShield to stone and tile fixing with MagicBond, the brand offers a suite of products designed to transform homes from the ground up.

The task was clear: unify these diverse offerings under a single, cohesive brand identity. Market research by the ASR team revealed that the true decision-makers in the industry are the contractors. With this insight in hand, we set out to create a visual language that harmonized every product without sacrificing Magicrete’s established brand identity.

At the heart of this design solution was Magicrete's well-known mascot—already a powerful symbol in the market. We made subtle adjustments to the mascot for each product category, ensuring it resonated with the specific needs of that category while maintaining its connection to the parent brand. Alongside this, we incorporated home-like structures into the design, reinforcing the brand’s core philosophy: "The magic behind happy homes."

The result was a clean, simple visual strategy that cut through the clutter. It brought the expansive product portfolio under one cohesive umbrella, showcasing Magicrete as the go-to solution for building homes that are as durable as they are happy.