Magnolia Bakery has been one of America’s most beloved bakeries since 1996, establishing the bar for exquisite sweets. With a new brand identity that brings the enchantment of their sweets to your door, the famous institution is making measures to future-proof the business and convert from a “New York treat to an everywhere feast.”
“Magnolia Bakery is expanding its retail base across the world, with a larger concentration on direct-to-consumer sales. It’s time to turn Magnolia Bakery’s cherished brand essence into a unified identity that appeals to both long-time customers and those who have never visited one of our bakeries. We’re delivering the bakery’s charm to your doorstep, no matter where you are “Magnolia Bakery’s Chief Marketing Officer, Eddie Revis, stated.
“With a joyous and eclectic kit of pieces inspired by our design strategy – a bite of whimsical enjoyment,” JB Hartford, Group Creative Director at JKR, stated, “we have produced an identity that delivers on the brand’s wonderfully decadent in-bakery experience.” “The new design is inspired by the bakery’s signature cupcake swirl – which may take up to 40 hours to perfect! – as well as the bakery’s live theatre – mixers whirling vanilla cake batter, cupcakes being frosted, and banana pudding being scooped.”
“We are incredibly delighted to present the new brand of Magnolia Bakery in India,” said Zonu Reddy, Partner, Spago foods LLP, Magnolia Bakery India. The new logo and packaging capture the essence of the company while maintaining a youthful and fresh feel. Magnolia Bakery India is trying to increase its reach by targeting newer and younger customers. We believe that the brand’s fresh appearance and feel, digitally, in stores, and through other brand collaterals, will appeal to a younger audience in the country, allowing us to tap into a new consumer base in the city and when we launch in other cities.”
Other colours are inspired by some of the bakery’s most popular treats and colourful sprinkles, while the revised core brand colour is inspired by the classic green of the bakery’s walls. The bakery’s unique interiors are brought to life by creative frames and patterns, such as checkerboard, while a new shipping box pays homage to Magnolia Bakery’s West Village beginnings and the famed Bleecker Street bakery.
Finally, the brand will be prepared for a comprehensive omnichannel experience thanks to the dynamic new logo system. Magnolia Bakery will introduce the new design components gradually over the coming months, starting with its internet platforms and progressing to packaging and shop updates.