Overview

This Waco, Texas-based retailer wanted something their customers - known to Magnolia as "guests" - could actually take home: merch and apparel lines that captured the feeling of a visit to the Magnolia Silos, not just a logo on a t-shirt. It needed to feel like a keepsake, something that carried the trip home with it.

We partnered with their team on brand positioning, brand identity, brand voice, and creative and art direction, translating that into several merch and apparel lines built specifically for guests to purchase and remember their time in Waco. Working with a retailer built by Chip and Joanna Gaines meant getting the tone exactly right - warm, considered, distinctly Magnolia - down to every piece guests carry out the door.