Girl Scouts of the USA
Girl Scout Cookie Program Rebrand
We led the end-to-end creative production of all print, packaging, social, email and e-commerce content for the Girl Scout Cookie Program, developing thousands of assets to serve the 2.7M members of Girl Scouts of the USA throughout annual cookie season.
A key component of this work was a brand refresh for our partners at ABC Bakers, one of two national bakers, with a nearly 100-year history of baking the famous Girl Scout Cookies.
From new positioning and manifesto to visual brand identity, the holistic rebrand worked to inspire, excite and energize the Girl Scout community and customers nationwide supporting the $900M cookie fundraising business.
Brand Manifesto
Cookie sales made simple.
We believe in making. In making things better, tastier, and more accessible than before.
We aren’t just bakers. We are crafters and forecasters. Producers and managers. Schedulers and thought-starters. We believe that cookies can drive change and possibility. We are more than cookie sales outside of grocery stores and inside office break rooms. We are continually pushing forward, never quitting, but always questioning how to make things better, faster, and easier for our partners. We believe that giving girls new experiences is what drives the future.
And cookies are the currency to get there.