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Magnolia Bakery refreshes brand identity

Magnolia Bakery debuts a new brand identity aiming to unify the bakery experience, online ordering and delivery. The bakery launched in 1996 announced the rebranding is part of its plans to future-proof the business and transform from a “New York treat to an anywhere eat”, focusing on delivery. 

The updated core brand color is inspired by the green of the bakery’s walls, while other colors are inspired by some of its most beloved desserts and colorful sprinkles. The bakery’s eclectic interiors are reflected into playful new frames and patterns, like a checkerboard, while a new shipping box takes after the Bleecker Street bakery and Magnolia Bakery’s West Village roots. The dynamic new logo system is designed 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 up by packaging and store refreshes. 

“Magnolia Bakery is growing, with 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 out 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,” said Eddie Revis, Chief Marketing Officer at Magnolia Bakery. 

“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 theater of the bakery – mixers spinning vanilla cake batter, cupcakes being iced and banana pudding being scooped.” 

Zonu Reddy, Partner – Spago Foods LLP, Magnolia Bakery India, added: “We are really excited to introduce the new identity for Magnolia Bakery here in India. The new logo and packaging embodies the essence of the brand and yet has 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.”