Christie Cookie refreshes brand
The Christie Cookie Co., Nashville, TN, recently updated its logo, packaging and overall branding to better reflect its position as a growing national brand.
The company was founded in late 1983 as a retail-based company selling its cookies in and around Nashville. Today, the company bakes millions of cookies that are sold worldwide, both directly to consumers and to large-scale foodservice operators.
“We are very proud of our roots and the heritage of our brand,” says Fleming Wilt, president. “However, because our focus has really been on the quality of our products, our company and brand have flown under the radar in Nashville and among those in the foodservice industry. After 30 years, it was time to step up our marketing efforts and enhancing our brand was the top priority.”
To assist in this process, Christie Cookie enlisted Brothers & Co., a Tulsa, OK-based firm with a reputation for developing award-winning creative for national consumer brands. The result is a new logo featuring a rolling pin and spoon to reflect the hand-crafted approach to products made by Christie Cookie. It also includes the year the company was established, all with a new typeface and style designed to feel retro but not “old-fashioned. A new tagline, “Hand-Crafted. Whole-Hearted.,” was developed to encompass the brand’s position in the market.
Christie Cookie currently sells its products directly to consumers through its website (www.christiecookies.com), to organizations that send branded tins to their constituents and to the foodservice industry.
“While we believe our refreshed branding will be well-received through all of our sales channels, we are especially excited about the growth opportunities within the foodservice arena,” says Wilt. “Supermarkets, restaurants and hotels are seeking to create distinctions to keep their customers coming back. We’ve always had the gourmet products that meet this criteria, and we are now showcasing our heritage through our branding to back it up.”
The new look be visible through revamped packaging, website and collateral material as well as be on display at the company’s headquarters. The company is planning a total facelift for its Nashville facility to be completed later this year.