ADC Awards

The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.

2023 ADC Awards - Packaging Design

Half Magic Beauty Brand Launch

Agency Mythology / New York

Client Half Magic Beauty


Beauty / Cosmetics / Personal Care / Series

Annual ID


About the Work

The artistry and fantasy that Donni Davy created with Euphoria’s makeup were our inspiration for the branding and packaging. We wanted to create this tension in the name and in the graphics – between total fantasy and creation, and real life – creating bold maximalist elements in the brand with Sara Rabin’s illustrations and having a beautiful, more restrained wordmark. We distilled Donni's signature use of rhinestones and iridescence into an iconic diamond mark that is used across the identity in the logomark, wordmark, and as a cut out brand pattern on the primary packaging that would show the vibrant color of the makeup. Similarly, in order to amplify the brilliance and shimmer of the makeup, the color palette was kept minimal and largely neutral. In terms of sustainability in the packaging, the primary and secondary packaging are recyclable and all products are encouraged to be recycled through HALF MAGIC’s mail-back program. It was also the first beauty brand to introduce PaperFoam® (a lightweight, sturdy, and biodegradable material created with industrial potato starch and molded cellulose) as primary packaging featured in our Eyeshadow Singles collection.

2023 Awards

Total Points: 21



Mythology / New York

Executive Creative Director

Anthony Sperduti

Executive Producer

Andy Wilcox

Graphic Designer

Oliver Shaw


Sara Rabin


Lucas Mascatello

Type Designer

Margot Lévêque

Senior Copywriter

Katie Tiambeng

account director

Raelyn Martin

Product Photographer

Sergiy Barchuk

Production manager

Manny Abreu

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