From NYC Treat to Anywhere Eat

Born in the West Village in 1996, Magnolia is America’s most cherished bakery. Ready to grow their DTC business and bring the iconic red velvet cupcakes and world-famous banana pudding to the masses, we were tasked with creating a new brand identity that delivers the magic of the bakery to your doorstep, wherever you are. 


Brand Identity
Digital Design


Fast Company
Creative Review
Print Mag



The new identity delivers on the brand’s deliciously indulgent in-bakery experience – starting with the logo. Inspired by the bakeshop’s trademarked cupcake swirl – which takes up to 40 hours to perfect! – the new wordmark and monogram are dynamic and flexible, evoking the theatre of the bakery whether on pack, instore or in digital. 

The whimsical delight of Magnolia is brought to life with an updated color palette inspired by the bakery’s colors – from the walls to the icing – and a tone of voice that playfully celebrates the brand’s heritage and roots.  

Each touchpoint – from the at-home ordering experience to the packaging – was designed to package up the magic of the instore bakery experience and deliver it to your doorstep.

Digital frames and outlines on the ecommerce site are inspired by the store’s baroque mirrors; the delivery box becoming a mini version of the store itself, featuring an illustration of the fabled Bleecker Street bakery.