Magnolia Bakery
Future-proofing a
New York Institution.
Client
Magnolia Bakery
Agency
Jones Knowles Ritchie
Project Type
Brand Transformation
Services Rendered
Brand & Design Strategy
Brand Experience Design
Brand Identity & Packaging
Role
Group Strategy Director;
led strategy team & partnered with GCD/GBD
The Challenge
Since opening its doors in the West Village in 1996, Magnolia Bakery has become a New York icon. By 2022, it had big plans to grow: to launch into multiple global markets and expand into CPG for the very time. The founder-led brand had a sense of who it was, but that had never been codified, resulting in a brand experience that felt confusing—old fashioned but also fancy, quirky but also generic. In an increasingly crowded bakery market, our task was not to change what was at heart of Magnolia Bakery, but to clarify what it was that made the brand so special, and to then express that cohesively across every brand touchpoint.
The Strategic Opportunity
Bakery brands in the US were bifurcated: dull and boring or in-your-face and frenetic. Yet Magnolia Bakery was neither of these things: it had a serious passion for baking yet a personality that was playful, eccentric, and anything but serious. We codified this tension into a new brand strategy that would tie everything together and stand out from everyone else—Magnolia Bakery would become a brand that offered every customer a ‘bite of whimsical delight.’
The Execution
The brand’s new identity system was indulgent yet intentional, authentic yet imaginative, and eclectic yet sophisticated. The brand’s new logo and symbol was playful yet crafted, the simplified color palette was more joyful and distinctive than ever, new illustrations brought pops of personality in unexpected moments, and its new tone of voice was so whimsical and delightful, it became an asset in its own right. For the very time, the Magnolia Bakery experience was unmistakable, cohesive, and reflective of who the brand uniquely was.
Results
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The business reported +48% increase in DTC sales post-2022 rebrand, and a +15% increase in online traffic
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Dozens of new bakeries have since opened globally, feeling consistent and distinctive
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A range of CPG products have now launched in supermarkets throughout the US
Approach Highlights
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Learn—expert interviews; archive visit; consumer IDIs; bakery and baked goods immersion
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Build—strategic and creative territories built in parallel; multiple collaborative / interactive workshops throughout process
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Deploy—comprehensive phased rollout executed; core brand preceded launch of DTC line; all strategy and creative work built into final brand guidelines
