ROLE: ART DIRECTION & EDITOR
A global rebrand for the iconic bakery. The brief was this - bring the legendary West Village bakery global with a new brand identity.
The crown jewel of the new brand is its logo. It’s a monogram M inspired by the Magnolia cupcake—a carefully branded object unto itself, frosted with a seemingly casual swirl that’s actually trademarked by the company and takes up to 40 hours of study to perfect. JKR translated the frosting flourish into graphics, surrounding the M with five swirls that grow in front of your eyes in animated versions.