Few desserts are as divisive as Crumbl cookies, but make no mistake, the brand has become a social media darling and one of the fastest-growing treat shops in the US. The $5 buck cookie maverick has amassed over 7 million fans on TikTok and opened more than 800 stores, making it, according to a 2022 report, the 4th quickest growing food chain in the States.

Now, the much-hyped cookie brand has a redesign courtesy of Turner Duckworth fresh out of the oven. Perhaps the most significant transformation is that they have removed the word “cookies” from their beloved pink boxes in addition to the baker mascot. No, it’s not a massive overhaul, but it does push the idea that Crumbl no longer needs to tell you exactly who they are.