International ice cream chain, Baskin Robbins, has rebranded its logo, packaging, employee uniforms and tagline, asking customers to “Seize the Yay”.
Alongside the refresh of the brand, the company will launch a collection of limited-edition merchandise for the first time in its 77 year history. Clothing and other exclusive items such as bicycles and skateboards will be available from 18 April for a limited time.
The confectionery firm has also developed three new ice cream flavours as part of the “Seize the Yay” launch, including Non-Dairy Mint Chocochunk, Ube Coconut Swirl and Totally Unwrapped (peanut butter and chocolate).
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“For more than 75 years, Baskin-Robbins has been the destination for celebrating the moments that matter most,” Baskin-Robbins vice president of marketing and culinary, Jerid Grandinetti said.
“Our new look and manifesto recognise the extraordinary role ice cream has played in our customers’ lives, along with our continued commitment to innovation and creating someone’s next favourite flavor.”
“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.”
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