Baskin-Robbins ice cream parlor renews its image and reaches ‘coming of age’, 77 years later

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The brand renewal includes new specialty flavors and a line of promotional items.

Photo: Rachel Murray/Getty Images

The Baskin-Robbins ice cream parlor reached ‘coming of age’ after 77 years of existence and did so recently by presenting its new image.

The renovation will be total and will include the logo, the image of the brand, the uniforms of the employees and the packaging of its ice creams.

But it is not the only thing that Baskin-Robbins brings with its renewal, rather the brand will now bet on a series of promotional items ranging from bucket hats, even bicycles.

Ice cream parlor executives believe the brand’s legacy is ingrained in millions of adults in the United States and around the world.

However, the colors pink and blue, with the letters “BR” and the “Baskin-Robbins” logo in a somewhat ‘childish’ typeface, not appealing to younger generations.

Thinking about that, the renewal now bets on a new logo with a sharper typography. The brand’s new colors are pink and brown, brown and blue, and pink and white.

The new ice cream parlor logo with its new color palette. Photo: Baskin-Robbins.

This change also has to do with what the customers of the ice cream parlor have said. Baskin-Robbins has heard it since 2018, the year some changes began.

The company decided to transform 70 stores around the world which he named “Moments”.

The idea is that these stores would be more modern, with digital menus, different flavors and offer options.

Of course, these “Moments” stores are just a small part of the 7,700 Baskin-Robbins stores around the world, according to a report from CNN.

The directors of the ice cream parlor hope that this change help them consolidate growth that the brand experienced during the years of the pandemic.

According to the president of Baskin-Robbins, Jason Maceda, the ice cream parlor grew 3.5% in 2020 and 10.9% in 2021.

The renewal of the brand also brings three new flavors of ice cream:

– Non-Dairy Mint Chocochunk
– Totally Unwrapped
– Ube Coconut Swirl

Finally, Baskin-Robbins bets on an additional loyalty strategy branded with a line of items featuring sweatshirts, bucket hats and bicycles.

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