Magnolia Bakery gets a brand refresh from Jones Knowles Ritchie

With the new brand identity, the New York-based bakeshop will unify its bakery experience, online ordering and delivery for its direct-to-consumer business

27 May 2022 | By Aultrin Vijay

Established in 1996, Magnolia Bakery, a New York-based bakeshop, has been making moves to future-proof its business. The company, which also has outlets in India, opted for a new brand identity with the help of Jones Knowles Ritchie, a creative agency based in New York.

The core brand colour has been inspired by the bakery’s iconic green walls, while the colours are inspired by some of the brand’s popular desserts and colourful sprinkles.

While the interiors incorporate playful frames and patterns such as checkerboard, the new shipping box takes after the fabled Bleecker Street bakery and Magnolia Bakery’s West Village roots. The new logo system is said to prepare the brand for a fully omnichannel experience.

Magnolia Bakery will roll out the new design elements over the coming months, beginning with its digital platforms, followed by packaging and store refreshes.

Eddie Revis, chief marketing officer at Magnolia Bakery, said, “Magnolia Bakery is growing, with a greater focus on its direct-to-consumer business and an expanded retail footprint around the world. It’s time to evolve Magnolia Bakery’s beloved brand essence into a cohesive identity that excites both day one locals and consumers who may never set foot in our bakeries. We’re truly bringing the magic of the bakery to your doorstep, wherever you are.”

“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,” said JB Hartford, group creative director at JKR. “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 the banana pudding being scooped.”

Zonu Reddy, the partner of Spago Foods, Magnolia Bakery India, said, “We are really excited to introduce the new identity for Magnolia Bakery here in India. The new logo and packaging embody the essence of the brand and yet have a very young and fresh vibe to it. Magnolia Bakery India is looking at expanding the brand’s footprint with a focus on newer and younger audiences. We feel that the new look and feel of the brand digitally, in-store and via other brand collaterals is something that will really appeal to a younger audience in the country and allow us to tap into a new customer base in the city and when we plan to open in other cities too.”