Thinsters / Barrel — CPG Commerce Agency

Refreshing Thinsters with a Bold Rebrand Driving Amazon and Retail Growth

Thinsters, formerly known as Mrs. Thinsters, rolled out a bold new look in retailers nationwide. To extend the rebrand online, Thinsters partnered with Barrel to create a new website that serves as a brand hub and educational resource while driving retail and Amazon traffic for the products.

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The Opportunity

As Thinsters refreshed its brand and expanded its retail and Amazon presence, the team needed a digital experience that reflected the new identity while supporting omnichannel growth. The site needed to reinforce the brand’s bold personality, showcase products clearly, and connect storytelling with retail and marketplace discovery.

Alongside the rebrand, we relaunched Thinsters’ website as a digital flagship, bringing their brand ethos to life and building excitement around their irresistibly tasty cookies.

We added a site-wide interactive flavor navigation at the bottom of each page, making it easy for shoppers to explore and boosting traffic to every product page.

Each product page highlights the delicious flavor of every cookie, drives sales across Amazon and in-store, and showcases nutrition facts front and center for allergy-conscious shoppers.

We built an interactive About page that takes customers deeper into the story behind Thinster's cookies and strengthens brand affinity.

We integrated a store locator to drive in-store sales, helping customers easily find Thinsters at their local retailers.

We launched Thinsters' first merch store, creating a new revenue channel and giving customers a way to showcase their love for the brand.

Why It Matters

The updated experience helps Thinsters translate its rebrand into a cohesive digital presence that supports both retail and Amazon momentum. By combining product storytelling with clear paths to purchase, the site strengthens brand recognition while supporting continued growth across channels.