Auntie Anne's twists into bold new look to win over Gen Z

Auntie Anne’s is giving its storefront a bold new makeover, introducing a refreshed design aimed at deepening cultural relevance and capturing the attention of Gen Z and Millennial snackers.

The redesign comes as the pretzel chain looks to modernise its footprint across formats while reinforcing its playful, hand-crafted identity.

Designed to cut through the visual clutter of today’s retail environments, the updated store concept features modular layouts, signature blue accents, and “twist”-inspired graphics that spotlight Auntie Anne’s iconic knotted pretzels. Standout elements include a “naturally knotty” wall graphic and a central mural that puts the brand’s visual pun front and centre.

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The new identity also introduces a sleeker pretzel logo, replacing the long-standing halo emblem that had anchored the brand’s aesthetic until 2023. The refreshed look aligns with a louder, more expressive brand voice and reflects what the company described as “a fresh, irresistibly magnetic brand experience”.

The layout has been redesigned with transparency and experience in mind. Customers can now watch the snack-making process in real time, with kitchen views, digital menu displays, clearly defined queuing paths, and dedicated mobile order pick-up zones supporting the brand’s off-premise growth.

The redesign is part of a larger push to drive strategic franchise growth while keeping the brand culturally relevant. Auntie Anne’s is rolling out limited-time incentives for streetside co-branding deals signed before 15 December 2025, as it looks to expand its 1,150-plus unit footprint.

The brand has also leaned into pop culture collaborations and snack trends to reinforce its category leadership. Recent releases such as OREO topped nuggets, "dip n’ sip" tumbler pairings, and Halloween collaborations signal a continued appetite for novelty and Gen Z engagement.

Together with the reimagined store design, the brand said these moves form a unified strategy to refresh Auntie Anne’s positioning, attract new audiences, and keep the twist at the heart of the brand.

"This modernised design is a reflection of how we're evolving to meet our guests wherever they are, while offering franchisees the flexibility, scalability and operational efficiency they need to be successful. Our bold new look, featuring vibrant blues, playful twists and a sleek logo, signifies a major evolution in our visual identity, ensuring we remain culturally relevant and enticing to our target Gen Z and Millennial demographics," said Michael Freeman, president of brands, GoTo Foods.

He added, "As consumers are engaging with Auntie Anne's in more ways than ever before, we're building a brand experience that's adaptable, future-ready and deeply connected to how people snack and dine today."

Auntie Anne's isn’t alone in targeting Gen Z with bold reinventions. In May, Samsung launched a global campaign via BBH Singapore spotlighting how the Galaxy S25 Ultra, powered by Google Gemini, helps users navigate daily challenges.

The socially driven campaign is designed to resonate with Gen Z, a cohort increasingly turning to AI for everyday problem-solving. According to the agency, more than 40% of Gen Z in the US consider AI their go-to life hack, with TikTok’s #LifeHack tag racking up over 10.6 million posts.

Meanwhile, Unilever’s Closeup repositioned itself from an oral care brand to a full-fledged beauty brand, rolling out a regional rebrand across South and Southeast Asia. Developed by MullenLowe Singapore, the shift centres on beauty and self-expression, marking a departure from traditional toothpaste messaging and reflecting changing consumer expectations.

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