Turner Duckworth’s rebrand of Crumbl cookie brand showed the brand’s previous mascot, the bakerman, to the door and ushered in a whole new cast of characters that populate the “Crumblverse.” From the Turner Duckworth site: “The Crumblverse [is] an imaginative, delightful, illustrated world that brings the brand’s stories, community, and bakers to life.”
The rebrand kept Crumbl’s famous pink brand color. The wordmark uses a new, denser customized face, Crumbl Sans. Photography is a big part of the new branding. Photos are not just delectable, they also share the large scale, texture, and richness of Crumbl cookies and their ingredients.
