BP&O features Turner Duckworth’s rebrand for US cookie chain Crumbl, highlighting its refreshed identity that retains the brand’s signature pink while introducing a custom variable typeface, Crumbl Sans. Collaborations with Alec Tear, Kilotype, and BUCK helped create a cohesive, social-media-ready brand system spanning packaging, motion, and merchandise. The article praises the design’s balance of playfulness, recognisability, and digital appeal.
