Magic & Morsels is a store concept that brings about magic everyone needs in their daily life. The store is a go-to place for wizards and witches and of course a place where non-magical people can get a taste of the magical world. The brand identity aims to express the concept through the carefully designed products and merchandise. The main products of the store are food items with unbelievable magical capabilities and the packaging design is created with holographic material to do justice to the store tagline.