Credit: Jeremy Thompson, FlickrIf you have ever stood in the famously long line at Gideon’s Bakehouse at Disney Springs and found yourself studying the menu art while you waited, you already understand that this place is not just a cookie shop. It is a brand with a personality, a visual identity so specific and so carefully constructed that it has become as much a part of the Gideon’s experience as the cookies themselves. The chunky chocolate chip, the cold brew cake cookie, the monthly limited releases that send fans into a frenzy, those are the products. But the dark, whimsical, slightly unsettling artwork that lives on the menus, the packaging, the monthly cookie designs, and every corner of the brand’s visual world is what makes Gideon’s feel like nothing else at Walt Disney World. That artwork has a creator, and this week he announced he is walking away.
Gideon’s Bakehouse has been a Disney Springs staple since it opened in 2021, drawing lines that stretch well beyond what most people would tolerate for a baked good. The original location in East End Market in Orlando had already built a cult following before Disney came calling, and the brand brought that same obsessive energy with it to the most visited shopping and dining district in Walt Disney World. For fans who collect the monthly cookie artwork and menu designs, visiting Gideon’s is as much about the visual experience as the food itself. That entire aesthetic chapter of the brand was shaped by one artist working alongside founder Steve Lewis for over a decade.
The Announcement
Michael Reyes, known professionally as Mr. Eyes, shared a lengthy personal letter to fans on Instagram this week confirming that his time with Gideon’s Bakehouse has come to an end. Reyes described his more than ten years with the brand as something that grew far beyond what he originally imagined, starting with concept calls and quick logo work before eventually expanding into a full creative role at a Walt Disney World location, something he said he never could have anticipated.
The tone of the announcement was warm but clearly emotional. Reyes described pouring every ounce of his soul into the brand and said that walking away feels like leaving a part of himself behind. He closed by thanking founder Steve Lewis directly for the trust and belief that made the partnership possible. He also teased that what comes next for his own creative work is not entirely clear yet but that fans should expect new work and possibly a surprise or two down the road.
His personal brand, Terribly Odd, which he ran alongside his work with Gideon’s for over twenty years, has also officially closed. The website now displays a tombstone graphic marking the end of the project. Reyes had announced the closure of Terribly Odd back in March, noting rising costs and limited time as the driving factors. The Terribly Odd identity will be absorbed into his Mr. Eyes brand going forward, and fans looking to follow his future work can find him at the Mr. Eyes Art Instagram account.
At the time of writing, Gideon’s Bakehouse has not issued a public statement about Reyes’ departure.
What This Could Mean for Disney Springs
This is where things get genuinely interesting for Disney Springs visitors and Gideon’s fans. The artwork that Reyes created was not incidental to the brand. It was foundational. The monthly cookie releases that fans collect and trade, the menu designs that give the shop its moody and distinctive visual atmosphere, all of it carried the unmistakable fingerprints of his style. Whether the incoming creative direction will continue in that same vein, introduce an entirely new aesthetic, or pursue some kind of collaboration with Reyes’ Mr. Eyes work going forward remains completely unknown at this point.
There is also speculation worth noting, and it is just that, pure speculation, that a creative transition of this scale could shake up other aspects of the Gideon’s experience at Disney Springs. Some fans have wondered whether changes behind the scenes might eventually affect things like production volume or the monthly release structure, which could theoretically mean shorter wait times down the road. None of that has been confirmed, and Gideon’s has said nothing to suggest it. But when a brand’s visual identity undergoes a significant shift, it is not unreasonable to wonder what else might quietly evolve alongside it.
What Gideon’s Fans Can Do Now
For collectors who have been following Reyes’ work through Gideon’s, his art remains available through Spooky Cat Press at the time of writing. Following the Mr. Eyes Art account on Instagram is the best way to stay connected to whatever he creates next.
As for Gideon’s Bakehouse, the line at Disney Springs will almost certainly be just as long the next time you visit. But the artwork you are studying while you wait may be about to look a little different.
