Smush Cookie Creamery Is Getting a New Name, and Mainers Can Help Choose It

A Sweet Addition to Downtown Augusta

Smush Cookie Creamery hasn’t been part of downtown Augusta for very long, but it has already made a sweet impression. The dessert shop officially opened June 4th at 185 Water Street, in the former Lisa’s Legit Burrito location.

Owned by Devan Lemar, founder of Two Maine Guys, Smush brought something different to downtown with warm cookies, ice cream sandwiches, loaded shakes, sundaes and other over-the-top treats. The concept was inspired in part by an ice cream shop Lemar visited in Berkeley more than 20 years ago.

In just a few short months, Smush has been a fun addition to Augusta’s growing downtown food scene. But now, one thing has to change: the name.

Why Smush Must Change Its Name

According to their Facebook post, the owners were recently contacted by another business that holds federal trademarks involving the use of “Smush” for ice cream cookie sandwiches. That company asked the Augusta shop to address the potential for confusion between the two businesses.

Smush considered changing its name to “The Maine Smush,” but the other business did not want “Smush” used in any form. Rather than pursue a legal fight, the owners have decided to rename the business.

Now, they’re asking the community for help.

The new name could be Maine-inspired, playful, connected to Two Maine Guys or something completely unexpected. The business also plans to use the change as an opportunity to work with local artists on new branding.

The name may be changing, but thankfully, the cookies and ice cream aren’t going anywhere.