The new Crumbl logo nixes the word "cookie" and the original baker icon, which appeared on the initial packaging. The name is now all. And the typeface, created by the design agency and aptly titled Crumbl Sans, is augmented by a warmer,  more colorful pink. The bolder logotype complements the company's 200+ cookie flavors — everything from Wonka's red velvet to black forest cake, key lime to ultimate peanut butter.

For Andy Baron, Turner Duckworth’s executive creative director, the goal of the refresh was to infuse new life and dynamism into the brand while maintaining Crumbl’s core values.

The new visual identity was rolled out by the Crumbl internal creative team across social media and mobile. Retail stores will follow in the coming months. The agency also created an Instagram page to highlight the work.

"Our brief was to subtly evolve the pre-existing Crumbl identity while building on a solid foundation. While the business was rapidly maturing — a proliferation of stores popping up at a dizzying pace, with millions of adoring fans following along on social — their visual identity was not," Baron told Agency Daily.

"We set out to apply the same craft and care to every ingredient of the brand as the ones that go into their tasty cookies. We worked with partners to incorporate some of that typographic gooeyness into customized brand typography, directed a suite of whimsical illustration, and a retooled approach to product photography," he added.

Turner Duckworth, with offices in London, New York and San Francisco, counts Jim Beam, Campbell's, Metallica and Levi's among its clients.