Crumbl, the rapidly growing bakery franchise renowned for its delectable, oversized cookies, has recently revealed a significant transformation in its brand identity, headlined by the introduction of a new and refined logo. This makeover represents a pivotal moment in Crumbl’s journey, mirroring its rapid expansion and burgeoning social media fame since its founding in 2017.
The story of Crumbl began in Logan, Utah, with founders Sawyer Hemsley and Jason McGowan. What started as a humble bakery offering a singular cookie choice – the timeless chocolate chip – quickly evolved into a phenomenon. Today, Crumbl boasts over 900 locations across the United States and an expanding presence in Canada. The brand’s allure lies in its weekly rotation of six flavors from an extensive menu featuring over 250 unique cookie recipes, available for purchase in-store, via local delivery, or through nationwide shipping.
Crumbl’s meteoric rise is a testament to the quality of its cookies and its savvy use of social media. With a staggering following of over 7 million on TikTok and more than 4 million on Instagram, the brand has effectively leveraged these platforms to create a buzz and cultivate a loyal customer base.
The rebranding initiative, spearheaded by the acclaimed agency Turner Duckworth, introduces a new logo that marks a departure from the original design. The previous logo, charming in its own right, featured a playful chef hat and cookie symbol. The new logo, however, opts for a more sophisticated and assured representation of the brand. This is most evident in the revamped wordmark, which eschews the quirkiness of the old design for a sleeker, more stylized font. The curvy joints in the lettering subtly evoke the irresistible appeal of a warm, gooey cookie, embodying the essence of Crumbl’s offerings.
Additionally, the rebranding introduces a custom-type family that further amplifies the brand’s visual narrative. This adaptable typeface fluidly transitions between text and display styles while maintaining its distinctive characteristics, adding to the brand’s dynamic appeal.
The new Crumbl logo and brand identity are a strategic move to align the visual representation with the company’s phenomenal growth and popularity. Retaining the core attributes of warmth, indulgence, and quality, the refreshed brand image presents Crumbl as a sophisticated yet inviting destination for cookie enthusiasts.
