The future is looking sweet for Great American Cookies and Marble Slab Creamery. On Monday, the iconic concepts both introduced new brand visions, logos, packaging and store designs filled with modern imagination and energy. The bright future of two of America’s favorite destinations for sweet treats and celebrations were debuted on the brand’s websites and their respective social media channels. The excitement of the reveals is captured in launch highlight videos which can viewed here and here.
Parent company Global Franchise Group (GFG), partnered with nationally recognized brand consultancy and creative agency, Sterling-Rice Group (SRG) to conceptualize the visions. Back in May, GFG and SRG introduced a cohesive co-brand experience for the brands bringing the concepts together in one delicious destination – a wonderland for those who crave fresh-baked cookies and homemade ice cream. The first store featuring the integrated branding is open in Columbia, South Carolina and includes standout aspects of the new individual Great American Cookies and Marble Slab Creamery branding and experience.
“Global Franchise Group’s mission is to champion our brands. Elevating and investing in the Great American Cookies and Marble Slab experience is a perfect demonstration of that commitment,” says Paul Damico, CEO of GFG. “These brands are nostalgic, popular and category leading. They now have a future defining vision that will set them far apart from the competition, delight our customers and empower our franchise system.”
The inspiration for the rebranding of Great American Cookies centers around “The Sweet Spot.” Great American Cookies believes that pure, simple delight is part of living a full life and the brand promises to treat customers to bites of bliss that prove how sweet life can be. The next chapter in Great American Cookies’ timeless place in history features a vibrant, fun-filled ambiance where everyday elements tempt your sweet tooth and elevate your mood. Cookie Cakes shine in the new store design and the mantra “Home of the Original Cookie Cake” is front and center reminding customers of the brand’s claim to fame. A Cookie Cake design station is also a focal point highlighting the many flavor and design customizations available. Great American Cookies recently introduced new Letter and Number Double Doozie Cakes which are proving popular with customers.
“Just Imagine” is this driving motto behind the new Marble Slab Creamery experience. Marble Slab Creamery believes in the transformative power of imagination and promises to inspire with infinite possibilities to feed curiosity and capture cravings. Signage like “Imagination Has No Limits” is found in the new store design encouraging customers to take full advantage of the brand’s “Free Mix-Ins” promise, or dream-up a customized shake. Ice Cream Cakes are also a prominent feature. Many locations will feature a “Cake Walk” that highlights innovation in cake design and options.
“Creating the framework for the evolution of Great American Cookies and Marble Slab Creamy has been a tremendous undertaking but also incredibly fun,” says Annica Conrad, Chief Marketing Officer for GFG. “These two great legacy brands have major heart and hold a special place in the lives of our customers. We wanted to pay homage to that and stay true to our roots while also modernizing the look and experience to keep Great American Cookies and Marble Slab Creamery relevant for generations to come. While our locations are still certainly the Great American Cookies and Marble Slab Creamery you know and love, they feel re-energized with infectious energy and happiness.”
Both new store designs were conceptualized with food theater front and center. Bright colors and playful signage, packaging and uniforms encourage social media moments and elevate the customer experience. All new store construction and remodels will be required to feature the new branding and design going forward.