Major ice cream brand, Baskin-Robbins, revealed a radically new brand identity that pays homage to its original branding.
Founded by Burt Baskin and Irv Robbins in 1947 in Glendale, California, and now owned by Inspired Brands, Baskin-Robbins is a world-renowned ice cream chain shop that is currently based in Boston, Massachusetts.
The multinational company is one of the largest chains of ice cream shops globally, with stores in almost 2,500 locations across the United States, and over 5,000 locations around the world.
They are also known for their “31 Flavors” slogan, which means that their customers have a flavor of ice cream to enjoy each day of the month.
With high-quality ingredients and over 1200 flavors in their catalog, Baskin-Robbins has been a staple in many regions of the world.
As of 2022, the ice cream company has won prestigious awards, including the International Franchisee of the Year in 2012 and the Marketing Excellence Award in 2015. Annually, the company generates around $1.9 billion in revenue.
“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 someone’s next favorite flavor,” said Jerid Grandinetti, Vice President of Marketing and Culinary at Baskin-Robbins, in a press release. “Small moments that spark joy often get taken for granted. We're encouraging people to pause and celebrate any moment that brings happiness with Baskin-Robbins.”