ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
Rebranding
Annual ID
ADC102_BCD071M
About the Work
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 brings the magic of the bakery to your doorstep, wherever you are.
The new identity delivers on the brand’s deliciously indulgent in-bakery experience - starting with the logo suite. Inspired by the bakeshop’s trademarked cupcake swirl – which takes up to 40 hours to perfect - the new monogram and wordmark are designed to be 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 - the signature green (“Magnolia Green”) was taken directly from the bakery’s walls; the blue came from the building’s awnings; while other pastels were pulled right from Magnolia’s cupcakes, except the yellow, which comes from its famous banana pudding. The new tone of voice playfully celebrates the brand’s heritage and roots, capturing its fantastical, lyrical story-book-inspired tone - with a little New York attitude thrown in.
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.
And the results speak for themselves - following the rebrand, Magnolia Bakery experienced +48% D2C sales, +133% new email subscribers, + 2% instore sales, +15% online traffic - making today sweeter than yesterday, for customers and business alike.
2023 Awards
Total Points: 3
Merit Honor
Credits
Design Firm
Jones Knowles Ritchie / New York
Designer
Kieran McMaster
Group Creative Director
JB Hartford
Motion Designer
Griffin Keller
Producer
Deanna Nolasco
Typographer
Simon Walker
Design Director
Jp Elliott
Global Chief Creative Officer
Tosh Hall
Global Executive Creative Director
Lisa Smith
Retoucher
Jason Jamal Nakleh
Senior Designer
Carlos Bocai
Daniel Stettner
3D Visualization Director
Mat Brown
account director
Courtney Hickey
Chief Growth Officer
Sara Hyman
Content Producer & Editor
Jeremy Liebman
Copy Director
Morgan Doff
Global Communications Manager
Jackie Sumsky
Group business Director
Laura Wall
Sharon Wanamaker
Group Strategy Director
Hayley Burnham
Implementation Designer
Linda Strong
Marketing director
Amy Maw
Marketing manager
Carolyn McKeown
Print Production Director
Stephen Kwartler
Senior 3D Visualiser & Motion Designer
Damien Atkinson
Senior Integrated Project Manager
Clarem Gonzalez
Senior Production Designer
Miguel Altagracia
Senior Strategist
Elisabeth Powell
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