Renewing An American Icon
Girl Scouts of the USA wanted to update their main vehicle of funding, the cookie box. For over 15 years the cookie packaging remained the same, yet GSUSA was ready for the future and faced the challenge to leverage the iconic cookie box power with the contemporary Girl Scout lifestyle.
ANTHEM developed a unique package design that prominently features the modern Girl Scout in activities that defy conventional understanding, while staying true to the organization’s trefoil and badge heritage. The package presents the organization’s principles and meaning behind the Girl Scout badges while capitalizing a heroic, appetizing cookie shot to ensure appetite appeal and encourage sales.