Magic Scoop

The Challenge: Designing a Debut with a Dual Mandate

MagicScoop came to Sequoia as a direct lead from a web search, seeking a local fabrication partner for their debut at the Canadian Health Food Association (CHFA) show. As a new company founded by the successful owners of two popular health food stores, they had a sophisticated understanding of their market and a well-developed brand book. However, they had not yet worked through a physical presentation of the brand outside of product packaging.

Sequoia was faced with a multi-faceted challenge:

• Create Instant Intrigue: As a new entrant in a competitive market, MagicScoop needed more than a simple booth; they needed a “wow factor” to draw attendees in and generate buzz from a standstill.
• Engineer a “Sampling Machine”: The primary objective was to get their greens supplement into the hands of as many consumers and industry players as possible, requiring a design optimized for efficient, high-volume sampling.
• Facilitate New Partnerships: Simultaneously, the space needed to function as a professional environment where the founders could conduct crucial conversations about distribution, retail partnerships, and media opportunities.
• Translate a 2D Brand into the 3D World: Sequoia was tasked with being the first to interpret MagicScoop’s brand guidelines in a physical space, setting the standard for all their future real-world brand expressions.

The Sequoia Solution: A Strategic Blend of Design, Craftsmanship, and Process

From the initial exploratory call, the Sequoia team moved quickly to build confidence and momentum. Magic Scoop Director of Marketing, Lindsey Borodenko was clear with the team that the stakes were high: “We (were) launching our brand at CHFA so it was really important for us to stand out and make a good impression on retailers.” Recognizing the client’s need for a strategic partner, not just a fabricator, Sequoia quickly initiated a collaborative design process. The founders, Amir and Adam, worked directly with Sequoia’s design team to explore multiple concepts that would bring their brand to life.

The final design was clean, modern, and strategically focused on brand reinforcement. A key element of the Magic Scoop logo is a distinct sparkle, which Sequoia’s design team chose to elevate as a central visual theme. To ensure the presentation was unforgettable, the logo was repeated in key locations, most notably through a custom-fabricated “acrylic push-through” technique. SQ’s build process, executed in-house by the fabrication team, created a sharp, dimensional effect where the letters appear to emerge directly from the wall surface: a detail that distinguishes the build from standard signage.

The 10’ x 20’ footprint was intelligently zoned to meet the client’s dual objectives. A prominent, welcoming tasting bar was designed to handle high traffic and serve as the booth’s primary engagement point. Adjacent to this, a semi-private consultation area was established, allowing for more in-depth conversations without disrupting the flow of the sampling station. The booth also incorporated crucial functional elements, including integrated lighting, product displays, and concealed storage to maintain a clean, organized appearance during peak show hours. Of the design and build, Borodenko shared that “It’s quite cool seeing it go from the render we saw in the meeting to.. it’s real. I really love the arch because we (were) on an open aisle.. it’s great to get traffic in versus having to go all the way around.”

The project was a model of efficiency and collaboration. With a three-month timeline from the initial lead to the show date, the process was well-balanced. The Magic Scoop team was wonderful to work with, providing quick approvals and clear direction, which allowed Sequoia to deliver the project on time and on budget.

The Result: A Remarkable Debut

The MagicScoop booth was a resounding success at the CHFA show. The clean design and high-end fabrication quality stood out on the floor, drawing significant attention and allowing the team to effectively sample their product and engage in meaningful business conversations. The client received extensive positive feedback on the premium look and feel of their exhibit, establishing a strong brand presence from their very first show.

The ultimate testament to the project’s impact came directly from the show floor. “I’m really happy with the booth.. really excited about it. It looks so good. Once we were actually at the show and had everything set up, it really popped.”, said Borodenko. The design and execution were so compelling that another major brand saw the booth, was immediately impressed, and contacted Sequoia to commission a project of their own. This direct business lead, generated by the quality of the work itself, is the strongest possible validation of a successful build.

The partnership with MagicScoop has since continued, with Sequoia supporting their presence at a second major trade show in Toronto. The project stands as a clear example of Sequoia’s ability to serve as a strategic partner for ambitious new brands, guiding them from a 2D existence to a successful and impactful debut in the physical world.