The beloved ice cream brand wanted to modernize its identity while still maintaining their iconic 31 flavor heritage.


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With a cult-like following, Baskin-Robbins is a brand that has the unique potential to transcend generations. The new visual identity system would turn fans of yesterday into brand loyalists of today and capturing Gen Z’s heart with everyday moments of “happy”. Equally as important is celebrating the quality and creativity of the product that founders Burt and Irv embraced from the very beginning.

The Change

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 system was unveiled in April 2022, receiving a positive response from the industry and customers alike. Baskin-Robbins now personifies its mission to flavor every day with “happy” and stay “forever young”.

Baskin-Robbins logo with vanilla ice cream background
Two variations of the new Baskin-Robbins logo
Baskin Robbins takeout bag design
Baskin-Robbins cones with new branding
Computer and phone with Baskin-Robbins website pulled up
Baskin-Robbins shirts with new branding
Baskin-Robbins cones, spoons, and takeout bags
Baskin-Robbins outdoor signage with new branding
Biker looking at Baskin-Robbins outdoor signage