When ABC Bakers, the supplier for the beloved Girl Scout cookies, approached us, we knew we had our work cut out for us. Their brand had lost touch with the core values of the Girl Scouts—while what’s inside the box us super tasty, it’s the amazing experiences that happen outside the cookie box that make the Cookie Program special. That left us with a tall order: to help them reconnect with their ultimate goal of empowering girls to take the lead. But with a team of experts and a few boxes of Thin Mints, we got to work.

We approached the challenge by creating a comprehensive brand strategy that not only included visual identity and voice, but also focused on the essence of the brand truths. By understanding what made ABC Bakers unique and what resonated with the Girl Scout community, we developed a strategy that reconnected the brand with its roots. We wanted to ensure that every aspect of the brand was aligned with their goal of empowering girls and supporting their growth.

And the cherry on top? The results were pretty sweet. With a refreshed brand and renewed focus, ABC Bakers saw increased sales and engagement across their product line. The revitalized brand successfully reconnected with their core values, enabling them to power new experiences that help modern girls take the lead in their own lives and in the world. So next time you indulge in a box of Thin Mints or Tagalongs, know that you’re supporting a brand that’s making a difference in the lives of young girls everywhere