For years, the Baskin-Robbins logo has been pink and blue. “BR” and the words “Baskin Robbins” were printed in a childish blocky font.
In the new logo, that playful font is gone, replaced by a cleaner version. The new branding is available in brown and pink, brown and blue, and pink and white.
In other words, the new Baskin-Robbins has grown well. The makeover was a long time coming.
“When we really think about the journey…it started four years ago,” said Jason Maceda, president of Baskin-Robbins. This included “really listening to our guests”.
The Baskin-Robbins management team learned that some customers felt a strong connection to the brand, which they associated with childhood trips with parents or grandparents. But they also heard there were “opportunities to be more relevant,” Maceda said.
It’s important for brands like Baskin-Robbins to gain traction with young consumers — not just people who remember them from their youth — so they have new customers.
Company management responded to the comments in several ways. In late 2018, for example, Baskin-Robbins introduced a new layout and design for select stores. These so-called “Moments” stores feature a more modern design, digital menu boards, more ice cream display cases, and more toppings and offerings.
So far, there are about 70 such stores in total, Maceda said. That’s still just a small portion of the more than 7,700 Baskin-Robbins stores open worldwide.
The rollout of “Moments” stores has slowed during the pandemic, Maceda noted, adding that he was “excited to have it starting again.”
To help keep that momentum going, Baskin-Robbins hopes to make a splash with its new look, new flavors and new merchandise.
Bikes, bobs and ube ice cream
The new branding draws inspiration from the company’s history, noted Jerid Grandinetti, vice president of marketing and cooking at Baskin-Robbins.
Brothers-in-law Irvine “Irv” Robbins and Burton “Burt” Baskin founded the ice cream company in 1945. But they didn’t name it “Baskin-Robbins Ice Cream” until 1953.
“The original 1953 ad campaign was built around circus iconography,” Grandinetti said. This campaign used the pink and brown that Baskin-Robbins revives today.
This is also the year Baskin-Robbins introduced the idea of 31 flavors, one for each day of the month. Both new and old logos have “31” hidden between the B and R when the letters are placed together.
Today, Baskin-Robbins has hundreds of flavors in its portfolio. But it still has room for more.
Part of the refresh includes three new limited-time flavors: one is Non-Dairy Mint Chocochunk, another is Totally Unwrapped, made with peanut butter and chocolate ice cream, caramel swirls, pretzels covered in fudge and peanuts covered in fudge and caramel. Grandinetti refers to this one as a “deconstructed candy bar”.
The third flavor, Ube Coconut Swirl, is coconut and ube (a purple yam commonly used in Filipino desserts) ice cream with ube flavored swirls.
Totally Unwrapped is the April flavor of the month, while the other two will be available through spring and may stick around longer depending on customer reaction.
In addition to new flavors and its new look, the company is rolling out swag, including branded scrunchies, sweatshirts, bucket hats, and even bikes.
“We want to make sure we celebrate with our guests,” Grandinetti said. “What better way to do that than to provide fun, newsworthy items like a bike, as well as clothes that can “be part of their everyday lifestyle.”