Baskin-Robbins' Brand Refresh

Baskin-Robbins has been a beloved ice cream brand for decades. And with a cult-like following, they had the unique potential to transcend generations.

With this in mind, Baskin-Robbins partnered with experience agency ChangeUp to modernize its identity, while still maintaining their iconic 31 flavor heritage.

The process of revolutionizing the brand meant taking a step back to understand the founding principles and earliest expressions of the brand. Leaning into their circus roots, the path to a younger, yet more sophisticated identity, became abundantly clear. With its mid-century vibes, the new identity system is fun and bold, retaining the “31” built right into the BR monogram itself. Every touchpoint received a makeover with a new color palette as the foundation - ice cream photography, packaging, uniforms, and in-store graphics round out the system to create a cohesive and playful brand expression.

The new visual identity celebrates the quality and creativity of the product that founders Burt and Irv embraced from the very beginning. Baskin-Robbins now truly personifies its mission to flavor every day with “happy” and stay “forever young”.