Before & After: Girl Scout Cookies

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The iconic, and much loved in the US, boxes of Girl Scout Cookies have been given its first redesign in 13 years:

"For the first time since 1999, all boxes of Girl Scout Cookies have a new look and a new purpose: to elevate the significance of the Girl Scout Cookie Program, a $790-million girl-led business. The iconic Girl Scout Cookie package showcases the five financial literacy and entrepreneurship skills that the Girl Scout Cookie Program teaches girls, skills that will last them a lifetime: goal setting, decision making, money management, people skills, and business ethics."

 
 

 

The decision to update the package came about in 2010 as part of an overall brand refresh in advance of the organization’s 100th anniversary on March 12, 2012. The package needed to be more contemporary to reflect the new brand identity and to embody the spirit of Girl Scouting, while showing customers how they can reconnect with the organization. GSUSA partnered with the New York office of Anthem Worldwide, the brand development division of Schawk Inc., to redesign the packaging to inspire consumers and engage them on the important role that Girl Scouts plays in girls’ lives."

“We have more than 50 million cookie customers across the country, and the cookie box is the most tangible and powerful way for us to communicate directly with consumers,” said Girl Scouts of the USA Chief Executive Officer Anna Maria Chávez. “So it’s no surprise that our new cookie package tells the story of the five skills girls learn from participating in the cookie program. We want people to know that with each purchase of Girl Scout Cookies, they are not just getting a delicious treat, they are helping girls to be future business leaders and to make a difference in their communities.”

After Anthem was selected from among many other firms, the team immersed itself in the brand’s heritage in order to understand what feelings key stakeholders at GSUSA and girl scouts nationwide had about the previous design. Anthem conducted qualitative research to explore how consumers currently perceive the organization, define visual equities for packaging, and assess how much the design could and should evolve. Its creative team developed a range of concepts to showcase the organization’s values in a meaningful and compelling way. Final concepts were validated with over 600 consumers through qualitative and quantitative research nationwide.

“Anthem is proud to capture the empowering essence of the Girl Scouts in these iconic brand packages,” said Eric Ashworth, President of Schawk, Inc. “This moment of pride we feel is only the first of many moments of pride Girl Scouts everywhere will feel selling this year’s cookies.”

 

Before:


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Background:


 The Girl Scout Cookie program is the largest girl-led business in the USA, and the primary source of generating much needed funding for Girl Scout Councils every year. While Girl Scout Cookies are an American icon and have strong awareness, few people know that participating in the cookie program teaches girls 5 key skills: Goal Setting, Decision Making, Money Management, People Skills and Business Ethics.

While the current packaging had served them well during its 13-year tenure, Girl Scouts of the USA recognized the need to update the cookie box to be more contemporary and embody the spirit of the organization today. GSUSA partnered with Anthem New York to redesign the packaging to inspire and engage consumers on the important role that Girl Scouts plays in girl’s lives.

Approach:


Anthem’s first task was to become immersed in the brand, interviewing key stakeholders at GSUSA as well as girl scouts, to understand the organization today. As part of their strategic design process, Anthem conducted qualitative research to understand how consumers currently perceive the organization, define visual equities for packaging, and assess how far the design could evolve.

Anthem’s creative team developed a range of design concepts to showcase the organization’s values in a meaningful and compelling way. Concepts were validated with over 600 consumers through qualitative and quantitative research nationwide.

Based on the final design solution, Anthem and GSUSA worked with Pulitzer-prize winning photographer, David Kennerly, to photograph Girl Scouts around New York City.

Solution:


The final package design prominently features the modern Girl Scout in scenes that defy conventional understanding of Girl Scout activities and attitudes, while staying true to the organization’s heritage through the inclusion of the trefoil. The packaging also provides a larger than life, appetizing cookie that presents some of the badges that girls can achieve to educate consumers about the skills that girls of all ages can learn. The package also communicates the 5 skills that girls develop through participation in the Cookie Program.

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