In November 2023, Crumbl announced it would change its logo from Crumbl Cookies to the word “Crumbl” and change the pink brand, vibrant colors, and slightly different icons.
“The changes are a deliberate effort to keep our brand relevant,” saidCrumbl co-founder Sawyer Hemsley. “Our focus is on evolving without losing the essence of what Crumbl stands for.”
In addition to changing the name, the company announced it would remove the baker head logo which used to be on boxes above the brand’s name.
The company officially posted the rebrand Nov. 14, 2024, with a flashy video and minimal descriptions. The brand’s announcement earned thousands of likes and comments.
Quinn Gallagher, a freshman studying engineering technology and management, works at a Crumbl in Cranberry, Pennsylvania. He has worked there for two and a half years, with seven months as a part-time supervisor.
“I don’t think any of us had a very strong opinion,” Gallagher said. “I don’t think anyone felt negatively towards it.”
Gallagher confirmed Crumbl told the employees a year ago about this rebrand.
“They were dropping the ‘cookies’ to be more inclusive to the various baked items that they were starting to make, and that we are changing the shade of our pink to two shades darker,” Gallagher said.
Gallagher said employees and the public were given the same reasons for the change.
“They told us they were dropping the ‘cookies’ because we started expanding to cheesecakes and cookies,” Gallagher said.
Crumbl is famous for its rotating flavors, but the company also started experimenting with different types of desserts such as cheesecakes, mini cookies, ice cream and empanadas. The brand has kept its rebrand changes within the treat category, expanding from cookies to other desserts.
The reasoning for Crumbl waiting a year to announce this to the public has not been publicly disclosed.
“My guess would be to get the correct social media handles before making it truly public,” Gallagher said. “They changed our boxes about seven months ago, eight months ago to fit that.”
Crumbl is known for its social media presence and the range it gets through influencers. The company has become more than just a cookie shop, with customers getting excited by the rotating flavors of cookies and trying them in videos.
The Crumbl locations are also trendy and minimalistic, emphasizing the brand’s image. The rebrand can cause more customers to talk about Crumbl, which could generate more revenue and bring more people to the company.
The company has not publicly stated why it made the iconic pink two shades darker, but it likely reinforces the rebranding idea. It also adds a clearer look to the brand, making it easier to see from afar.
Although the company’s image did not drastically change, Crumbl had some legitimate reasons for shortening their official name. As the menu expands, the rebrand highlights Crumbl's growth as a company.
