Magic can be hiding in the least expected places, and imagination is the key for finding it. A Magic Cabinet is an online editorial and retail platform that is dedicated to showcasing hand-picked Greek products and stories. It is curated by Eugenia Chandris, a hospitality entrepreneur, writer and co-founder of The Huffington Post Greece, and as such it reflects her own love for everything good that comes out of Greek land and hands. A Magic Cabinet is inspired by Mrs Chandris' childhood memories of a special cabinet in her mother's house that was filled with delicacies and special items, as well as the 18th-century cabinets of curiosities that were filled with rare and unusual treasures from all around the world.

Our visual identity for A Magic Cabinet narrates this story of child-like amazement and discovery through a logo that consists of the initials M and C. The initials are illustrated in a vintage style reminiscent of Art Nouveau calligraphy, but with contemporary clarity and simplicity. The letter M opens like the pages of a wonderful book or the doors of our magic cabinet, with an ornate key hanging in the middle, to symbolize that the brand holds the key to amazing experiences and exquisite objects. The letter C envelops the vertical key like a ribbon, adding grace and movement to the entire composition. A sans serif font has been selected for the wordmark, to balance out the logo's intricate shape. Gold and green are the main colors of the brand identity, paired with pink and other soft colours to expand the palette with enticing and exciting emotions.

A unique application of the branding is the furoshiki scarf, which is used as an alternative to packaging. The scarf is printed with the A Magic Cabinet logo and using special folding and tying techniques it becomes a kind of sustainable packaging for the purchased products.