Baskin Robbins, the well-known American ice cream and cake specialty shop and restaurant business, rebranded on April 11, 2022. A Baskin Robbins new logo, limited-edition items, three new flavors, and a new motto to appreciate every moment are all part of the rebranding of the iconic and long-standing ice-cream company. The brand rebranding is intended to match an environment better continually disrupted by the epidemic and move forward with a streamlined, realigned message.
Baskin Robins tagline and logo rebranding:
The global ice cream firm has done its Baskin Robbins logo evolution by replacing its blue logo with a brown one and a simpler typeface with the company’s name entirely capitalized and a dot in place of the hyphen. New packaging is also being implemented. However, the blue color scheme used by the chain will be visible on specific packaging and branding.
The 77-year-old ice cream maker, best known for its “31 flavors” motto, is altering its image to appreciate life’s little events, presumably veering away from promoting its variety count and toward a more consumer-storytelling approach. “31 flavors” was the company’s initial tagline, referring to the choice consumers had to experience a new flavor every day.
The number 31 is still a prominent feature of the chain’s packaging, concealed within the “BR” logo’s sleeker lines and less cluttered typography. In the new logo, the number is emphasized in pink. Baskin-Robbins‘ new motto, “seizing the yay,” is all about “appreciating every moment, no matter how big or small,” according to the company.
Reach out and connect with new customers:
Small companies might benefit from a rebranding effort by being more current and appealing while also reaching out and engaging with new clients.
According to a business spokesperson, the new Baskin Robbins logo is only being implemented in Canada and the United States, and stores will be updated as needed. Baskin-Robbins has over 7,700 locations in 52 countries, including over 2,400 in the United States. Due to the pandemic, fragmented market, and changing consumer tastes, they have been compelled to embrace new growth tactics.
Launch of new items:
The ice cream chain offers a collection of “yay-worthy” items to honor its rich history and celebrate the rebranding. Along with apparel, the store contains items that promote “yay seizing” moments. Two $19 caps, clothing, and a Baskin Robbins branded beach towel are included as a $335 skateboard and a $520 bike.
Baskin-Robbins is also introducing three new flavors, including Ube Coconut Swirl, Non-Dairy Mint Chocochunk, and Unwrapped, which include fudge-covered pretzels, fudge, and caramel covered peanuts, peanut butter, and chocolate ice cream, Ube Coconut Swirl, which is made with Ube from the Philippines and a salted caramel swirl.
Conclusion:
The big rebranding of Baskin Robbins, whose style has been iconic and identifiable for a long time, sends an essential message to small firms thinking about changing their image. The Baskin-Robbins news of extensive rebranding offers excellent lessons for small firms on the significance of adapting, offering new items to fulfill consumer demand, and updating the image on occasion to remain updated.
