Rebrand: Magnolia goes from NYC Treat to Anywhere Eat
Born in the West Village in 1996, Magnolia is one of America’s most cherished bakeries. Ready to grow their DTC business and bring the iconic red velvet cupcakes and world-famous banana pudding to the masses, agency Jones Knowles Richie were tasked with creating a new brand identity that delivered the magic of the bakery to directly to customer’s doorsteps, wherever they are.
Per JB Hartford, group creative director at JKR, “We have created an identity that delivers on the brand’s deliciously indulgent in-bakery experience with a joyful and eclectic kit of parts inspired by our design strategy – a bite of whimsical delight.”
“The new logo is inspired by the bakeshop’s trademarked cupcake swirl – which takes up to 40 hours to perfect! – and the live theatre of the bakery; mixers spinning vanilla cake batter, cupcakes being iced and banana pudding being scooped.”
