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.