Baskin-Robbins changes its logo – CNN

The 77-year-old ice cream shop adapts its logo, employee uniforms and packaging to update the brand. It’s the first major update for Baskin-Robbins since 2006, according to the company. It will also sell merchandise, including bikes and bucket hats, from a dedicated online store for the first time. And Baskin-Robbins will unveil new flavors as part of the refresh.

For years, the Baskin-Robbins logo has been pink and blue. “BR” and the words “Baskin Robbins” were printed in a blocked, childish font.

In the new logo, the playful font is gone, replaced by a crispier version. The new branding comes in brown and pink, brown and blue and pink and white.

In other words, the new Baskin-Robbins is fully grown. The makeover has been a long time coming.

“When we really think about the journey … it started four years ago,” said Jason Maceda, president of Baskin-Robbins. It included “really listening to our guests.”

Baskin-Robbins’ management team heard that some customers felt very attached to the brand, which they associate with childhood trips with parents or grandparents. But they also heard that there were “some opportunities in being more relevant,” Maceda said.

It’s important for brands like Baskin-Robbins to gain a foothold among younger consumers – not just people who remember it from their youth – so they have new customers on the way in.

The company’s management has addressed the feedback in a few ways. In late 2018, for example, Baskin-Robbins introduced a new layout and design for some stores. These so-called “Moments” stores have a more modern design, digital menu boards, more ice cream stands and more toppings and offers.

So far, there are about 70 of these stores in total, Maceda said. It is still only a small part of the more than 7,700 Baskin-Robbins stores that open globally.

The rollout of “Moments’ stores slowed during the pandemic, Maceda noted, adding that he is” excited to get it going again. ”

Still, the pandemic was good for ice cream sales. Baskin-Robbins was taken privately in 2020 and does not publish sales figures. But Maceda said sales grew 3.5% in 2020 and 10.9% last year. Overall, ice cream sales in US scoop stores grew by 4.4% from 2019 to 2021, according to Euromonitor International.

To help keep that momentum going, Baskin-Robbins hopes to break through with its new look, taste and merchandise.

Bicycles, bucket hats and ube ice cream

Some examples of Baskin-Robbins' goods.

The new branding draws on the company’s history, noted Jerid Grandinetti, VP of Marketing and Culinary at Baskin-Robbins.

Brother-in-law Irvine “Irv” Robbins and Burton “Burt” Baskin founded the ice cream company in 1945. But they first labeled it as “Baskin-Robbins Ice Cream” in 1953.

“The original 1953 advertising campaign was built around circus iconography,” Grandinetti said. That campaign used the pink and brown that Baskin-Robbins is reviving today.

It was also the year that Baskin-Robbins introduced the idea of ​​31 flavors, one for each day of the month. Both the new and the old logo have “31” hidden between the B and the R when the letters are placed together.

Today, Baskin-Robbins has hundreds of flavors in its portfolio. But there is still room for more.

Part of the update includes three new time-limited flavors: one is Non-Dairy Mint Chocochunk, another is Totally Unwrapped, made with peanut butter and chocolate ice cream, caramel swirls, fudge-covered pretzels and fudge- and caramel-covered peanuts. Grandinetti describes it as a “deconstructed candy bar.”

The third flavor, Ube Coconut Swirl, is made with coconut and ube (a purple yam commonly used in Filipino desserts) ice cream with swirls with tastelessness.

Totally Unwrapped is the April flavor of the month, while the other two will be available through the spring and can stay on for longer depending on how customers respond.

In addition to the new flavors and its new look, the company is rolling out some swag, including branded items from scrunchies, sweatshirts, bucket hats and even bikes.

Bikes can seem like a strange choice of swag for an ice cream company. But the brand’s new slogan, “Seize the Yay”, is about celebrating small, joyful moments. And nothing says “yay” like a ride on an ice-themed bike.

“We want to make sure we celebrate with our guests,” Grandinetti said. “What better way to do that than to give some fun buzzworthy” items, such as a bike, as well as clothes that can be “a part of their daily lifestyle.”

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