Intro
MAG Instruments - From tradition to innovation: how ancient tones shaped a digital brand
Processes:
June 2025
Few things inspire us more than when a handcrafted, nature inspired product meets the digital world and the result is success. The story of MAG Instruments is exactly that: a team from a small Hungarian town who turned their passion into a profession and achieved global success. They craft a variety of handpan instruments that have been played on festival and concert stages around the world.
Over the past five years, Mashup Digital has been asked three times to redevelop their website; a testament to their dynamism, continuous growth, and the trust we’ve built together. Each new iteration marked another level up: in branding, international reach, and user experience.
THE GOAL
The goal was similar in all three development phases:
- to create an online presence that reflects the premium quality of the product,
- simplifying the purchasing experience for an international audience
- creating a website that is technically stable, visually inspiring, and faithfully reflects MAG’s unique musical world
03
Striking a balance between craftsmanship and the online world:
The digital platform had to be modern while preserving the instruments nature-inspired character.
Demands of a global audience:
The webshop had to be optimized for different shipping zones and language specific requirements.
Scalability and maintenance:
Due to continuous product expansion and periodic stock updates, the system had to be built in a way that the team could manage it independently over the long term.
Optimizing the mobile shopping experience:
Special attention had to be paid to ensuring that the emotionally impactful visual experience and conversion-focused structure worked just as well on mobile devices.
04
SOLUTIONS
Goal-oriented development
We built a website that brings the MAG Instruments team’s vision to life with pixel-perfect precision, both visually and functionally.
Form and tone in harmony
The visual world envisioned by MAG: atmospheric colors, clean typography, and large-scale images required pixel-perfect execution. Our task was to flawlessly realize this detailed design from a technical perspective.
Multi-functional webshop
The purchasing experience became simultaneously aesthetic, fast, and secure, optimized for an international audience, with flexible administration for managing products and inventory. A made-to-order interface was developed.
Continuous collaboration
Beyond developments, we also support the MAG Instruments team with maintenance to ensure they always have a reliable and stable web presence.
05
Today, MAG Instruments digital presence is as premium as their instruments themselves: clean, authentic, and globally accessible. The website not only showcases the instruments but also conveys the philosophy behind them - the unity of nature, rhythm, craftsmanship, and music. This collaboration is especially valuable to us, as year after year we have earned the trust of a brand built on quality. We haven’t just created an online platform; we’ve become part of a growing international story.
Customized eCommerce store
Responsive across devices
Visual brand evolution
Growth in global presence
