Murphy’s Magic, the world’s largest distributor of magic supplies and playing cards, has been enchanting audiences for over two decades. But as the magic market evolved and their global reach expanded, the brand began to lose some of its spark.
With over 1 million TikTok fans and a loyal audience of magicians, hobbyists, and retailers, Murphy’s Magic needed more than just a refresh—they needed a complete transformation. They turned to Anchour to create a bold new brand identity, modern messaging, and a digital experience that could captivate both devoted fans and new audiences alike.
Industry
RetaileCommerce
Services Provided
Brand StrategyUX + Web DesignContent & CopywritingCampaigns & AdvertisingUI DesignPackaging DesignBrand MessagingBrand DesignBrand ArchitectureBrand IdentityContent StrategyWebsite DevelopmentSearch Engine Optimization
Creating a brand as magical as the products they deliver.
We reimagined Murphy’s Magic with one guiding principle: their brand should feel as wondrous, whimsical, and captivating as the magic they distribute. By combining a refined strategy, modern design, and clear messaging, we unlocked the full potential of Murphy’s Magic, creating an identity and experience that inspires curiosity and connection.
Wondrous meets whimsical
Murphy’s Magic is more than a distributor—it’s the beating heart of the global magic community. We developed a dual-brand strategy that differentiated their logistics arm, Murphy’s Magic, from their premium product line, Murphy’s Studio.
- Whimsical and Wondrous Design: Inspired by the mystery and excitement of magic, the new visual identity blends clean modernity with enchanting details that speak to all audiences, from hobbyists to professionals.
- Messaging That Resonates: Clear, audience-driven messaging captures the efficiency of Murphy’s logistics and the premium allure of their products, ensuring each facet of the business shines.
- A Seamless Digital Experience: We created a user-friendly web design tailored for their internal development team, delivering a platform that’s as intuitive as it is enchanting.
Magical growth, measurable impact.
Murphy’s Magic proved that even established leaders can rediscover their spark. By blending strategy, creativity, and design, Anchour helped Murphy’s Magic evolve into a brand that captures the imagination of a new generation while strengthening its connection to its core audience. The result? A brand that’s as unforgettable as the magic it inspires.
“We went from having nearly no clear brand to having robust brand and packaging guidelines that we now live and bleed by.”
— Austin Murphy, CEO, Murphy’s Magic
