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Abalone is an ancient delicacy revered by many cultured palates. This delicately flavoured shellfish is protected by a beautiful luminescent shell and is found growing deep in the wild, pristine waters of Cape Leeuwin, Western Australia.Coming from traditional fishing families within the region, Magic Abalone’s specialized diving team hand-select the Abalone straight from the ocean floor where they graze freely in rough, crystal waters, producing Abalone which are renowned for their large size and superior taste.
With two products – Dried Greenlip and Wild Roei Abalone, Magic Abalone sought to impress upon the Chinese market their superior quality as a result of their wild ocean origins, presenting them in luxurious gift boxes showcasing their size and quality. Using the wild waters of Western Australia at the forefront of the design, each box engages with the customer through multiple layers of interaction before revealing the fully visible product beneath – much like the diver delving deeper into the ocean depths before reaching and touching the Abalone itself.The natural colour palette of the pristine waters encircles an inner circle of the beautiful yet turbulent waters as they pound the ancient granite rocks unique to the region. Each box features gold foil and UV finishes and open differently. One begins with a slipcover and the other opens like a book – both revealing the full image of the wild, pristine coastline before opening once more to reach the abalone.
Locally the product has been selling well even tho the brand was designed for the Asian market and hasn't had the chance to be sold overseas as yet.