Baskin-Robbins is getting a major update, and the update includes a new logo, a new merchandise store, and more ice cream flavors.
The 77-year-old ice cream shop’s last update was in 2006 but wasn’t as major. In this update, employee uniforms, packaging, and logos, and the new merchandise like bicycles will all be new. Before the update, Baskin Robins was in pink and blue and a childish font. Now, it’s growing up.
According to CNN Business, the new font will be in pink, brown, and white with a “crispier” font. Baskin-Robbins president Jason Maceda says, “When we really think about the journey … it started four years ago.” He talks about “listening to our guests,” which started four years ago.
The pink and brown logo comes from the original advertising campaign in 1953. “The original advertising campaign in 1953 was built around circus iconography.”
In addition to the somewhat OG logo, Baskin-Robbins is rolling out some new limited-time flavors: Non-Dairy Mint Chocochunk, Totally Unwrapped, peanut butter and chocolate ice creams, caramel swirls, fudge-covered pretzels, and fudge and caramel covered peanuts. The third flavor is Ube Coconut Swirl, made with coconut and ube (purple yam) ice creams with ube-flavored swirls.
Totally Unwrapped is the April new flavor, and the other flavors will be released throughout the spring.
The new merchandise store will have swag like scrunchies, sweatshirts, bucket hats, and bicycles. Jerid Grandinetti, VP of marketing and culinary at Baskin-Robbins, talked about the odd addition of bikes.
“We want to make sure that we celebrate along with our guests,” said Grandinetti. “What better way to do that than to provide some fun buzzworthy” items, like a bicycle and clothing that can be “part of their everyday lifestyle.”
