Magnolia Bakery Rebrand 2022

Magnolia Bakery has been a destination in New York's West Village since 1996, with a Sex and the City cameo along the way. Its look still belonged to the shop on Bleecker Street even as direct-to-consumer shipping and stores abroad grew, and it needed one identity for longtime locals and people who would never visit. Jones Knowles Ritchie's 2022 identity carries the theater of the bakery to every channel, turning a New York treat into something people can enjoy anywhere.