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Baskin-Robbins Just Unveiled Its First Rebrand in 20 Years

Sara Norris
Photo Credit: 1. Boris Yaro / Los Angeles Times / Getty Images 2. Crystal Jo / Unsplash 3. George Crouter / The Denver Post / Getty Images

Baskin-Robbins, the 77-year-old ice cream shop, has just unveiled some changes to its branding, including a new logo and flavors. This is the first major update since 2006, with the company’s goal being to modernize the brand while honoring the childhood memories many customers have about visiting its shops with parents and grandparents.

The founder of Baskin Robbins serves up some ice cream

Irv Robbins, founder of Baskin-Robbins Ice Cream. (Photo Credit: Tony Korody / Sygma / Getty Images)

“Grounded in authentic emotion, the rebrand was inspired by the happiness ice cream brings to every moment,” said Jerid Grandinetti, vice-president of marketing and culinary. “We wanted Baskin-Robbins’ new logo and branding to reflect the modern, yet nostalgic feeling of enjoying your favorite ice cream to celebrate moments big and small.”

The company’s previous blue and pink branding, featuring a playful font, has been replaced by a new logo, packaging and uniforms in brown and blue, brown and pink, and pink and white. A new tagline, “Seize the yay,” was also introduced.

This updated theme is a nod to Baskin-Robbins’ first advertising campaign in 1953, which was the year the ice cream shop introduced its concept of 31 flavors – one for each day of the month. Both the new and old logos have the number “31” hidden between the letters “B” and “R,” something many people are just now noticing.

In addition to the refreshed branding, Baskin-Robbins is also set to sell a limited-edition collection of merchandise such as hats, bikes and skateboards. “We want to make sure that we celebrate along with our guests,” said Grandinetti. “What better way to do that than to provide some fun buzzworthy” items that fit in with customers’ “everyday lifestyle.”

The new merch will be available at a dedicated website, ShopBaskinRobbins.com, beginning April 18, 2022.

Five cups of ice cream in the old Baskin-Robbins branded packaging

Five varieties of ice cream in the company’s old packaging, 2016. (Photo Credit: Angela Rowlings / MediaNews Group / Boston Herald / Getty Images)

Ice cream fans might be most excited about three new flavors the company is releasing as part of the big rebrand:

  • Non-Dairy Mint Chocochunk is sweet mint with thick chocolate chunks and a rich fudge swirl in a coconut milk base.
  • Ube Coconut Swirl is a little less traditional, with ube (sweet purple yam) and coconut flavored ice cream.
  • Totally Unwrapped is a blend of chocolate and peanut butter ice cream loaded with fudge and caramel-covered peanuts, pretzels and a salted caramel swirl.

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There are 7,700 Baskin-Robbins stores open globally, and sales have been up since the pandemic. President Jason Maceda says to keep that momentum the company aims “to capture the next generation of ice-cream lovers through our new look and manifesto.”