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After 16 years, Baskin-Robbins changed the brand identity?

Global ice cream company Baskin-Robbins has taken a bold step, when on April 11, the ice cream company changed its entire identity with its logo, product packaging, tagline and staff uniforms.

 As a long-standing ice cream brand, Baskin-Robbins with a playful and eye-catching style that attracts the attention of children, in this change, the brand has broken the combination of brown and pink, and at the same time Use a stronger Serif font.

The new logo retains the same number “31”, representing the flavor of each day of the month, and the final twist of the “R” reminiscent of the consistency of ice cream. In addition, Baskin-Robbins also officially introduced a new slogan, Seize The Yay, to associate the brand with joyful and happy moments.

Baskin-Robbins CEO believes that a “mature” look is key to capturing the attention of young consumers and enabling brands to launch new products, innovative flavors and recipes create more. So to celebrate this rebranding, Baskin Robbins has launched three new flavors, including NonDairy Mint Chocochunk, Ube Coconut Swirl and Totally Unwrapped.

Limited edition products have also been rolled out, including brand new colors and logos for skateboards, bikes, apparel and more. Jerid Grandinetti says selling these products isn’t about increasing sales but is a way to help Baskin Robbins win over the brand’s popularity.

Source: Advertising Vietnam