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

It’s tricky to don’t forget lifestyle in 1996. It was a time when nobody cared about cupcakes they were being the bargain bin dessert introduced to children’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 in the City—specifically, a cupcake from Magnolia Bakery in New York City’s West Village—and the earth changed. Not only did Magnolia develop into an intercontinental sensation and a should-stop by desired destination for travellers it also helped launch the viral baked items revolution, which has offered us all the things from cronuts to rainbow bagels.

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

In excess of these 25 decades, Magnolia Bakery was sold and expanded to incorporate 10 owned and 25 franchised spots globally. Sold again to the builders at the rear of Hudson Yards in 2021, Magnolia Bakery these days is as significantly a bakery as it is an empire.

However while Magnolia’s cupcakes have stood the check of time, its branding has been caught in another period.

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

Many thanks to platforms like Goldbelly, gourmet food items is significantly less a spot than a shippable commodity, one thing you location on Instagram then order online. But until eventually this week, Magnolia’s branding was centered on a brick-and-mortar bakery.

Now, Magnolia has uncovered a whimsical new model identification designed by artistic consultancy Jones Knowles Ritchie (JKR). It involves a new symbol, wordmark, and packaging to mail Magnolia’s merchandise nationwide.

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

“We’re nonetheless the exact same beloved community bakery, but it’s taken a new meaning to us as a company,” suggests Magnolia Bakery’s chief promoting officer, Eddie Revis, referring to the company’s immediate-to-buyer featuring, which released in October past year, and its expanded presence on social media platforms like Instagram and TikTok.

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

The sweet new visual system

The crown jewel of the new brand is its symbol. It’s a monogram M impressed by the Magnolia cupcake—a carefully branded item unto itself, frosted with a seemingly informal swirl which is essentially trademarked by the enterprise and normally takes up to 40 hrs of study to best. JKR translated the frosting flourish into graphics, surrounding the M with five swirls that expand in front of your eyes in animated versions.

The model is an intentional “bite of whimsical delight,” according to Lisa Smith, executive resourceful director at JKR and the mastermind guiding the beloved Burger King rebrand. The Magnolia logo, like so a lot of the manufacturer, is a playful little bit of excess that primes you for a sugar bomb.

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

The new wordmark, nonetheless, is significantly extra restrained than the former iteration, which featured swirls on virtually every letter. The up-to-date variation is much more stately, tipping its sweet tooth only on the letters G and O.

“We wished to modernize it and make it dynamic,” Smith says. “The wordmark can be straight, stacked, or arched it has a large amount of flexibility [for social media]. And if you make each letter have flourishes, it receives way too complex. . . . We desired that balance of hardworking [legibility] and just ample whimsy.”

In truth, it’s quick to think about how a lot much more easily this pliable wordmark can be squeezed into social media posts or on to signals of different proportions. (While my one qualm with the new wordmark is that the “MA” of “Magnolia” seems to be a bit like that of the Maggiano’s Italian cafe chain.)

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

As for the brand’s current coloration palette: That was impressed instantly by the West Village decor, and just as importantly, its well-known baked merchandise. The eco-friendly (which the organization now simply dubs “Magnolia Green”) was copied from the bakery’s partitions. The blue arrived from the building’s awnings. Its other pastels ended up pulled proper from Magnolia’s cupcakes, apart from the yellow, which arrives from its well known banana pudding.

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

Shipping a dollhouse stuffed with cake

Supplied that a large motive for the rebranding was Magnolia’s push into the immediate-to-shopper section (it launched neighborhood and nationwide delivery in Oct of 2021), the design and style team place substantial exertion into developing the correct box—specifically, 1 that didn’t come to feel like one more bland DTC manufacturer.

“One of the factors quite early on . . . we had this idea that we wanted to deal up the bakery and carry it to your doorstep,” Smith claims. “A little slice of that New York cult manufacturer everybody has seen on Intercourse in the City. How could we convey that piece of magic no make any difference where by you are in the country?”

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

They opted to transform the corrugated cardboard box into anything of a Magnolia Bakery dollhouse, total with windows, curtains, and brick backing. The structure is a clever trick that needs very little additional than a single shade of ink (reminiscent of these toy-like delivery bins from Concentrate on), and it very virtually delivers Magnolia Bakery to your door.

Meanwhile, magnolia stickers shaped like the store’s baroque mirrors adorn the box. And when you open it, you are greeted by a burst of confetti paper in advance of getting the baked merchandise within. “It’s all the layers which establish up the eclecticisms we knowledge when we go to Magnolia Bakery,” Smith states.

The new branding is rolling out starting off subsequent week, however it could be a while right until you essentially maintain Magnolia’s new packaging in your very own palms. Blame globalism. “As whimsical and enjoyable as [the brand is],” Revis claims, “the Magnolia Bakery environment is not absolved from the offer chain troubles hitting all people.”