Baskin-Robbins Introduces Grown-Up Rebranding

Baskin-Robbins Introduces Grown-Up Rebranding

The American ice-cream brand Baskin-Robbins, which began in 1945, has signed on brand agency ChangeUp to bring their company into the modern age.

The rebranding includes a total overhaul of their logo, uniforms, packaging and graphics, stepping away from their traditionally child-friendly design and into a sleeker and more mature design.

Keeping with their original slogan of ‘31 flavours’, the new logo contains the all-important number enclosed within the traditional BR lettering, with the colour palette changing to match the slogan “Seize the Yay”.

In addition, the company is bringing out three new flavours to promote this all-new look: Ube Coconut Swirl, Totally Unwrapped and Non-Dairy Mint Chocochunk. There will also be a limited edition run of delicious new merch, such as bicycles and skateboards.

Jerid Grandinetti, vice president of marketing and culinary at Baskin-Robbins, said: “Our new look and manifesto recognize the extraordinary role ice cream has played in our customers’ lives, along with our continued commitment to innovation and creating someone’s next favourite flavour.”

“We’re encouraging people to pause and celebrate any moment that brings happiness with Baskin-Robbins.”




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