Magnolia Bakery gets new branding by Lisa Smith of Jones Knowles Ritch

It’s onerous to recollect life in 1996. It was a time when no one cared about cupcakes; they had been the cut price bin dessert dropped at kids’s school rooms celebrating a birthday. And the prospect of mailing somebody a cupcake would have been absurd.

But then Carrie Bradshaw ate a cupcake on Sex within the City—particularly, a cupcake from Magnolia Bakery in New York City’s West Village—and the world modified. Not solely did Magnolia turn into a global sensation and a must-visit vacation spot for vacationers; it additionally helped launch the viral baked items revolution, which has given us all the things from cronuts to rainbow bagels.

[Image: ™ & © Magnolia Bakery/courtesy Jones Knowles Ritchie]

Over these 25 years, Magnolia Bakery was bought and expanded to incorporate 10 owned and 25 franchised areas globally. Sold once more to the builders behind Hudson Yards in 2021, Magnolia Bakery at the moment is as a lot a bakery as it’s an empire.

Yet whereas Magnolia’s cupcakes have stood the check of time, its branding has been caught in one other period.

[Image: ™ & © Magnolia Bakery/courtesy Jones Knowles Ritchie]

Thanks to platforms like Goldbelly, connoisseur meals is much less a vacation spot than a shippable commodity, one thing you see on Instagram then order on-line. But till this week, Magnolia’s branding was centered on a brick-and-mortar bakery.

Now, Magnolia has revealed a whimsical new model id developed by inventive consultancy Jones Knowles Ritchie (JKR). It features a new emblem, wordmark, and packaging to mail Magnolia’s items nationwide.

[Image: ™ & © Magnolia Bakery/courtesy Jones Knowles Ritchie]

“We’re still the same favorite neighborhood bakery, but it’s taken a new meaning to us as a business,” says Magnolia Bakery’s chief advertising and marketing officer, Eddie Revis, referring to the corporate’s direct-to-consumer providing, which launched in October final 12 months, and its expanded presence on social media platforms like Instagram and TikTok.

[Image: ™ & © Magnolia Bakery/courtesy Jones Knowles Ritchie]

The candy new visible technique

The crown jewel of the brand new model is its emblem. It’s a monogram M impressed by the Magnolia cupcake—a fastidiously branded object unto itself, frosted with a seemingly informal swirl that’s truly trademarked by the corporate and takes as much as 40 hours of examine to good. JKR translated the frosting flourish into graphics, surrounding the M with 5 swirls that develop in entrance of your eyes in animated variations.

The model is an intentional “bite of whimsical delight,” based on Lisa Smith, government inventive director at JKR and the mastermind behind the beloved Burger King rebrand. The Magnolia emblem, like a lot of the model, is a playful little bit of extra that primes you for a sugar bomb.

[Image: ™ & © Magnolia Bakery/courtesy Jones Knowles Ritchie]

The new wordmark, nevertheless, is way extra restrained than the earlier iteration, which featured swirls on virtually each letter. The up to date model is extra stately, tipping its candy tooth solely on the letters G and O.

“We wanted to modernize it and make it dynamic,” Smith says. “The wordmark can be straight, stacked, or arched; it has a lot of flexibility [for social media]. And if you make every letter have flourishes, it gets too complicated. . . . We needed that balance of hardworking [legibility] and just enough whimsy.”

Indeed, it’s simple to think about how rather more readily this pliable wordmark might be squeezed into social media posts or onto indicators of assorted dimensions. (Though my one qualm with the brand new wordmark is that the “MA” of “Magnolia” appears to be like a bit like that of the Maggiano’s Italian restaurant chain.)

[Image: ™ & © Magnolia Bakery/courtesy Jones Knowles Ritchie]

As for the model’s up to date shade palette: That was impressed straight by the West Village decor, and simply as importantly, its well-known baked items. The inexperienced (which the corporate now merely dubs “Magnolia Green”) was copied from the bakery’s partitions. The blue got here from the constructing’s awnings. Its different pastels had been pulled proper from Magnolia’s cupcakes, besides the yellow, which comes from its standard banana pudding.

[Image: ™ & © Magnolia Bakery/courtesy Jones Knowles Ritchie]

Shipping a dollhouse crammed with cake

Given {that a} large cause for the rebranding was Magnolia’s push into the direct-to-consumer phase (it launched native and nationwide delivery in October of 2021), the design workforce put appreciable effort into constructing the best field—particularly, one which didn’t really feel like one other bland DTC model.

“One of the things very early on . . . we had this idea that we wanted to package up the bakery and bring it to your doorstep,” Smith says. “A little slice of that New York cult brand everyone has seen on Sex in the City. How could we bring that piece of magic no matter where you are in the country?”

[Image: ™ & © Magnolia Bakery/courtesy Jones Knowles Ritchie]

They opted to show the corrugated cardboard field into one thing of a Magnolia Bakery dollhouse, full with home windows, curtains, and brick backing. The design is a intelligent trick that requires nothing a couple of shade of ink (paying homage to these toy-like delivery bins from Target), and it fairly actually delivers Magnolia Bakery to your door.

Meanwhile, magnolia stickers formed like the shop’s baroque mirrors adorn the field. And while you open it, you’re greeted by a burst of confetti paper earlier than discovering the baked items inside. “It’s all the layers which build up the eclecticisms we experience when we go to Magnolia Bakery,” Smith says.

The new branding is rolling out beginning subsequent week, although it could be some time till you truly maintain Magnolia’s new packaging in your individual fingers. Blame globalism. “As whimsical and fun as [the brand is],” Revis says, “the Magnolia Bakery world is not absolved from the supply chain issues hitting everyone.”

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