Baskin-Robbins, the iconic American multinational chain of ice cream and pie specialty stores, has been rebranded.

Baskin-Robbins introduces new logo in major rebrand

The rebranding of the iconic and long-standing ice cream brand includes a new logo, the launch of limited edition merchandise, the introduction of three new flavors and a new slogan to celebrate every moment.

The major rebranding of such a well-known, established American brand, whose look has long been iconic and recognizable, sends an important message to small businesses considering changing their image from time to time.

Reach and connect with new customers

A rebranding exercise can help small businesses move with the times, become more modern and attractive while reaching and connecting with new customers.

Jerid Grandinetti, Vice President Marketing and Culinary at Baskin-Robbins, said of the rebrand: “For more than 75 years, Baskin-Robbins has been the destination for celebrating the moments that matter most. Our new look and manifesto recognize the extraordinary role ice cream has played in our customers’ lives, along with our continued commitment to innovation and creating one’s next favorite flavor.

“Little moments that spark joy are often taken for granted. We encourage people to pause and celebrate every moment that brings good luck to Baskin-Robbins,” Grandinetti added.

Launch of new items

Baskin-Robbins was founded in California in December 1945. To pay tribute to its rugged heritage and celebrate its rebranding, the ice cream chain is launching a line of “yay-worthy” items. In addition to clothing, the merch includes products that encourage “yay seizing” moments, such as skateboards and bicycles.

In the spirit of ‘Seizing the Yay’, Baskin-Robbins is also launching three new flavors, including Non-Dairy Mint Chocochunk, Ube Coconut Swirl and Totally Unwrapped.

The US multinational’s extensive rebranding offers valuable lessons to small businesses about the importance of evolving, launching new products to meet consumer demand, and changing image every now and then to keep abreast of trends. time.

Image: baskinrobbins

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