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Auntie Anne’s Unveils New Logo to Connect with Younger Audiences

Halo is out, flower crown is in
April 1, 2017
Lancaster, Pennsylvania
flower crown auntie anne's logo

In an effort to expand their audience and show Gen-Z that they are not your mom or auntie’s pretzels,Auntie Anne’s®, the world’s largest hand-rolled soft pretzel franchise, today announced that they are officially rebranding with a new logo. After much consumer research, including brand executives spending time locked in an Escape Room with millennials and Gen-Zers to gain an understanding of their likes, wants and whims, Auntie Annie’s will be replacing the saintly halo on top of its existing logo with a flower crown. The rebrand will go live on the brand’s website and social channels on April 1.

“We’re proud to reveal a new look that’s as fresh as our pretzels” said Carol Pasquariello, Vice President of Marketing for Auntie Anne’s. “We spent nearly two years developing, testing and tweaking our logo. While it was an arduous process, the end result is a look that’s, as the kids say, ‘lit.’”

“I can’t even with this transformation!” squealed Juniper Wren, age 16. “It’s important to me that brands speak to me and my overall aesthetic. I’m Instagramming my hand holding a pretzel in the air as we speak. My squad is going to love it.”

Auntie Anne’s is confident that this new look and feel will help attract the next generation of pretzel lovers around the world. Plans are already underway for the next phase of the rebrand, including pretzel-shaped fanny packs and an exclusive Auntie Anne’s after-party at Coachella 2018. 

About Auntie Anne’s®:

With more than 1,700 locations in 48 states and more than 25 countries, Auntie Anne’s mixes, twists and bakes pretzels to golden brown perfection all day long in full view of guests. Auntie Anne’s can be found in malls and outlet centers, as well as in non-traditional spaces including universities, airports, Walmarts, travel plazas, military bases, and food trucks. For more information, visit, or follow on Facebook, Twitter and Instagram.

stay connected

Download the Auntie Anne’s Rewards App

  • Download the Pretzel Perks app in the Apple app store, opens in a new window
  • Download the Pretzel Perks app in the Google Play store, opens in a new window

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