The Auntie Anne’s brand was a bit stale, and sagging sales reflected it. Unchanged since 1988, the identity for this pretzel bakery chain needed a fresh look. Our job was to update the brand without discarding elements that honored its heritage. The ultimate goal was to raise both brand awareness and sales.
Our revitalization of Auntie Anne’s brand made every element more appetizing. We brightened the existing dark blue color to deliver more impact in the congested fast-food category; added gold to warm up the personality; modernized the signature checkerboard pattern; and highlighted the product’s proprietary shape with a fuller pretzel icon, aptly echoed in the new tagline “Pretzel Perfect.” Our complete identity system flexibly adapted to a variety of store configurations and included packaging, menu boards, and in-store signage.
Auntie Anne’s identity relaunch increased brand awareness to 52 percent, boosted the under-30 target’s appetite 25 percent, and saw a rise in same-store sales.