As the world's largest chain of ice cream specialty stores, Baskin-Robbins' high-quality premium ice cream, specialty frozen desserts, and beverages are available in the company's more than 4,500 retail stores around the globe.
- Losing ground in a newly competitive market, Baskin-Robbins sought to modernize the company's image and its "ice cream store" experience, establishing it as a premier brand of frozen desserts worldwide
- Conducted consumer research to understand perceptions and expectations
- Updated the logo to create a more contemporary and appealing identity while still leveraging existing brand assets – "31" and the associated pink color
- Introduced new worldwide identity standards for the logo and all marketing and retail materials
- Implemented updated brand identity across packaging, promotional materials, uniforms, signage and retail environments