It’s really hard to recall everyday living in 1996. It was a time when no one cared about cupcakes they ended up 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 Intercourse in the Metropolis—specifically, a cupcake from Magnolia Bakery in New York City’s West Village—and the earth modified. Not only did Magnolia turn into an intercontinental feeling and a have to-take a look at vacation spot for vacationers it also assisted start the viral baked items revolution, which has provided us every little thing from cronuts to rainbow bagels.
Around these 25 years, Magnolia Bakery was offered and expanded to incorporate 10 owned and 25 franchised locations globally. Sold once more to the builders at the rear of Hudson Yards in 2021, Magnolia Bakery right now is as considerably a bakery as it is an empire.
However while Magnolia’s cupcakes have stood the take a look at of time, its branding has been stuck in yet another era.
Thanks to platforms like Goldbelly, gourmand foods is less a destination than a shippable commodity, a thing you location on Instagram then buy on line. But until this 7 days, Magnolia’s branding was centered on a brick-and-mortar bakery.
Now, Magnolia has uncovered a whimsical new brand id developed by imaginative consultancy Jones Knowles Ritchie (JKR). It consists of a new symbol, wordmark, and packaging to mail Magnolia’s products nationwide.
“We’re even now the identical favourite neighborhood bakery, but it is taken a new indicating to us as a business enterprise,” states Magnolia Bakery’s chief marketing and advertising officer, Eddie Revis, referring to the company’s immediate-to-purchaser providing, which launched in Oct final 12 months, and its expanded existence on social media platforms like Instagram and TikTok.
The sweet new visible method
The crown jewel of the new brand name is its brand. It is a monogram M impressed by the Magnolia cupcake—a very carefully branded object unto by itself, frosted with a seemingly relaxed swirl that’s truly trademarked by the company and takes up to 40 several hours of study to excellent. JKR translated the frosting prosper into graphics, bordering the M with five swirls that increase in front of your eyes in animated versions.
The manufacturer is an intentional “bite of whimsical delight,” according to Lisa Smith, executive inventive director at JKR and the mastermind guiding the beloved Burger King rebrand. The Magnolia brand, like so considerably of the brand name, is a playful bit of surplus that primes you for a sugar bomb.
The new wordmark, on the other hand, is significantly additional restrained than the previous iteration, which featured swirls on nearly every letter. The current version is more stately, tipping its sweet tooth only on the letters G and O.
“We wanted to modernize it and make it dynamic,” Smith states. “The wordmark can be straight, stacked, or arched it has a good deal of overall flexibility [for social media]. And if you make each letter have flourishes, it receives too difficult. . . . We wanted that equilibrium of hardworking [legibility] and just plenty of whimsy.”
Indeed, it’s uncomplicated to envision how significantly more quickly this pliable wordmark can be squeezed into social media posts or on to signals of several proportions. (While my one qualm with the new wordmark is that the “MA” of “Magnolia” appears to be like a little bit like that of the Maggiano’s Italian restaurant chain.)
As for the brand’s current colour palette: That was inspired right by the West Village decor, and just as importantly, its well known baked goods. The inexperienced (which the organization now just dubs “Magnolia Green”) was copied from the bakery’s partitions. The blue arrived from the building’s awnings. Its other pastels were being pulled correct from Magnolia’s cupcakes, besides the yellow, which will come from its well-known banana pudding.
Shipping a dollhouse filled with cake
Offered that a major purpose for the rebranding was Magnolia’s force into the immediate-to-client section (it introduced area and nationwide delivery in October of 2021), the design workforce place considerable energy into constructing the proper box—specifically, a person that didn’t come to feel like a different bland DTC brand name.
“One of the issues very early on . . . we experienced this plan that we preferred to deal up the bakery and bring it to your doorstep,” Smith says. “A minimal slice of that New York cult brand name anyone has noticed on Sexual intercourse in the City. How could we convey that piece of magic no subject where by you are in the region?”
They opted to flip the corrugated cardboard box into some thing of a Magnolia Bakery dollhouse, entire with windows, curtains, and brick backing. The layout is a clever trick that involves practically nothing far more than 1 coloration of ink (reminiscent of these toy-like shipping boxes from Concentrate on), and it rather pretty much delivers Magnolia Bakery to your door.
In the meantime, magnolia stickers formed like the store’s baroque mirrors adorn the box. And when you open it, you are greeted by a burst of confetti paper ahead of finding the baked merchandise inside of. “It’s all the layers which construct up the eclecticisms we working experience when we go to Magnolia Bakery,” Smith says.
The new branding is rolling out starting up future week, while it may possibly be a whilst right up until you truly hold Magnolia’s new packaging in your personal hands. Blame globalism. “As whimsical and enjoyable as [the brand is],” Revis suggests, “the Magnolia Bakery planet is not absolved from the provide chain challenges hitting every person.”