Baskin-Robbins rebrands its logo, packaging for the first time in 20 years

Legendary ice cream brand Baskin Robbins is celebrating the happiness ice cream brings to every moment with a refresh of the iconic brand’s logo, packaging, employee uniforms and tagline encouraging customers to “Seize the Yay” – appreciating every moment, no matter how big or small.

“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 someone’s next favorite flavor,” said Jerid Grandinetti, Vice President of Marketing and Culinary at Baskin-Robbins.

The pink and brown logo has a BR and number 31 (for 31 flavors, of course) hidden inside.

“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.” Added Grandinetti.

To celebrate the rebrand, while paying tribute to its robust heritage, Baskin-Robbins is launching a collection of limited-edition merch – the very first line of branded merchandise for the 77-years young ice cream brand.

The exclusive “yay-worthy” items will be available for a limited time, beginning April 18, 2022. The collection includes clothing and other items that will encourage “yay seizing” moments, such as bicycles and skateboards, available exclusively at ShopBaskinRobbins.com.

In the true spirit of “Seizing the Yay,” the confectionary experts at Baskin-Robbins have also developed three new flavors available now, crafted specifically to celebrate every moment.

Baskin Robbins operates 7,700 outlets in 52 countries worldwide.