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Our Director of Strategy, Alexa Jewell Schaefer, gives a behind the scenes look at how the new identity system and strategy from Jason’s Deli came to be.
Baskin-Robbins Debuts a Sweet Brand Relaunch
April 13, 2022
Summer is just around the corner, and warm nights filled with sticky, ice-cream-stained fingers are quickly approaching. Baskin-Robbins gets ahead of the sizzling temperatures with a massive brand relaunch and a tagline that encourages customers to “Seize the Yay.”
The experience agency ChangeUp designed the beloved brand’s new visual identity system which includes a redesigned logo, packaging, and employee uniforms. The new logo takes on a vintage look reminiscent of the brand’s early days, while keeping the trademark “31” within the “BR” monogram. This refresh infuses the brand with a sense of nostalgia that remains contemporary and forward-thinking.
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Our Chief Creative Officer, Ryan Brazelton, speaks with A Change of Brand podcast to discuss our process designing Baskin-Robbins’ visual identity.
Kicking off the new year with a “Seize the Yay” moment—our visual identity work with Baskin-Robbin wins a GDUSA Award.