Operations

Magnolia Bakery focusing on digital customers

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April 27, 2022

Although New York-based Magnolia Bakery has been around since 1996, the 35-unit to-go and counter-service bakery is on a mission to future-proof its business model by transforming from a "New York treat to an anywhere eat," CMO Eddie Revis said in a company press release.

"Magnolia Bakery is growing, with greater focus on its direct-to-consumer business and an expanded retail footprint around the world," he said. "It's time to evolve Magnolia Bakery's beloved brand essence into a cohesive identity that excites both our 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."

The brand refresh includes a "bite of whimsical delight," said JB Hartford, group creative director at JKR, the firm behind the design.

"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," Hartford said.

The updated core brand color is inspired by the iconic green of the bakery's walls, while other colors are inspired by some of its most beloved desserts and colorful sprinkles. The bakery's interiors come to life through playful frames and patterns, like checkerboard, while a new shipping box takes after the fabled Bleecker Street bakery and Magnolia Bakery's West Village roots. Finally, the dynamic logo system will prepare the brand for a full omnichannel experience.

Magnolia Bakery will roll out the new design elements over the coming months, beginning with its digital platforms, followed by packaging and store refreshes. The brand will also continue to add products to the D2C channel in the coming months, according to the release.

Additionally, the refresh will be supported through the following marketing activities today:

• OOH: The chain will launch 11 high-impact billboards in key D2C markets (Miami, Orlando, Denver, San Francisco, Atlanta), alongside over 40 wild postings in Manhattan.
• Communication: The entire site will be reskinned with the new identity at launch.
• Social: Beyond refreshing its social images, the team has created a limited-edition influencer box with bucket hats, Bleeker Street necklaces and other elements that celebrate its West Village vibes.
• Print Media: A full-page ad in The New York Times will celebrate this next chapter for Magnolia Bakery.