Type + Pixel Lands Baskin-Robins’ National Creative Account

Published on: 2nd March 2018 at 7:13 AM

Laura Walls

1 Min Read

Brisbane brand and digital agency Type + Pixel has been awarded the national creative account for heritage ice cream brand Baskin-Robbins.

The global franchise currently has 84 Australian stores and is poised to open up to 20 new locations across Sydney over the next 18 months.

Type + Pixel has been tasked with reinvigorating the brand in an increasingly competitive domestic market that has seen established retailers challenged by a new breed of boutique, artisan ice cream makers.

Darren Walls, director at Type + Pixel, said: “In response to the changing market landscape, we’re developing a more cohesive visual direction and playful tone for the brand which riffs on Baskin-Robbins’ traditional heritage, but still feels fresh and contemporary.

“We’re bringing back the wonder.”

Elements of the new direction can be seen in the brand’s latest summer in-store POS, as well as the launch campaign for its new customer loyalty app, Baskin-Robbins Rewards.

TAGGED: Baskin-Robbins, Type + Pixel

By Laura Walls

I’ve been helping brands to tell their stories and hawk their wares for over 15 years now – both here in Australia and across the pond. The majority of those years were spent in agency-land, where I learned the art of working at breakneck speed while still putting out award-winning work. I also learned a lot about strategy. What it really means, and how it underpins every truly great campaign, idea or piece of work. My background is in public relations, where I specialised in consumer PR strategy and worked with some of the country's best known brands, from Westfield and Cadbury through to Tourism and Events Queensland and Red Bull Racing Australia. These days I class myself as more of a storyteller. Put simply, I help brands to harness the persuasive power of words, shaping them into stories that compel audiences and change behaviours. www.typeandpixel.com.au