A Bold New Twist: Auntie Anne’s®?Rolls Out Modernized New Store Design

ATLANTA— Auntie Anne’s®, one of the seven iconic brands within the GoTo Foods, LLC platform company, unveils a playfully bold new store design that invites guests to “twist up your day” with a fresh, irresistibly magnetic brand experience. With a focus on attracting Gen Z and Millennials, the brand’s refreshed design enhances curb appeal and reflects a renewed commitment to innovation and cultural relevance. This updated look not only elevates the guest experience but also streamlines operations and supports long-term growth in a dynamic, fast-evolving category. 

Designed for the Senses 

Balancing nostalgia with modern convenience, the fresh and unexpected store design is built to resonate with today’s on-the-go snackers. Featuring a sleek, modular layout, dynamic signage and thoughtful brand details, the new design is deliberately crafted to cut through the visual clutter of today’s retail environments. The space is brought to life through eye-catching materials, signature blue accents and fresh textures — infused with unique design elements such as the “naturally knotty” wall graphic and the twisted mural design, evoking the visual of Auntie Anne’s iconic knotted and twisted pretzels.  

Building on decades of visual evolution, from its original homespun logo and farmers market roots to the polished mall storefronts that introduced and utilized the signature pretzel halo until 2023, Auntie Anne’s has consistently refreshed its brand to remain culturally relevant. The new identity, headlined by a sleeker pretzel logo, replaces the long-standing halo with a more contemporary look that aligns with the brand’s fresh personality and evolving tone. Read more here. 

Posted by CHA