Worldwide ice-cream purveyor Baskin-Robbins happened in 1945 and now has 1000’s of areas all through america and over 40 different nations. Identified for its “31 flavors” tagline, the variety of varieties the model has concocted over time is somewhat closer to 1,300 than 31. However who’s counting?
However, even with that type of historical past, you finally must shake issues up. Baskin-Robbins’ branding and visible identification play with components generally related to ice cream-related manufacturers, nevertheless it was time for the intense and childlike blue and pink wordmark to lastly get refreshed. In fact, Debbie Millman of the podcast Design Matters and her 0/10 ranking of the emblem may need additionally given them an additional push.
The model needed to replace itself to mirror the enjoyment of selection in life whereas sustaining a playful spirit. In spite of everything, we’re speaking about ice cream right here.
Along with the goose egg, Millman implored the ice cream model to rent company JKR to revamp the emblem, citing the agency’s earlier work on Dunkin, and when a branding guru tells you to leap, it is best to most likely ask how excessive, the place can we signal, and the way a lot?
JKR proved to be a pure match for the redesign primarily based on the beforehand talked about donut king. Each Dunkin and Baskin Robbins have roots within the American Northeast and are beloved makers of candy treats with loyal, longtime followers. However in addition they have a heritage that should get preserved whereas attracting and protecting new prospects. And, sure, rolling out the crimson carpet for the lapsed ones as properly.
Your entire marketing campaign focuses on “Dwelling Flavorfully,” inspiring customers to strive one thing new whereas giving them a canvas for infinite permutations and experimentation. The brand new brand is sharpened and refined, although it maintains the not-so-hidden “31.” Plus, the brand new versatile brand is extra user-friendly to remix and serves as a base for personalization, as JKR demonstrates with 31 flavors of the emblem reflecting a few of Baskin Robbins’ hottest choices.
A customized typeface, developed with foundry Face37 replaces the kiddy-like Variex, including maturity to the model with out sacrificing any playfulness. The brand new typeface can also be reflective of Baskin-Robbins’ world presence, representing the model’s character, whether or not or not it’s in English or Arabic. Acquainted iconography, such because the pink spoon, can also be elevated within the refresh, plucking these candy nostalgia strings to dazzling, playful impact.
Some of us would have taken a public smackdown and both sulk or file a diss monitor, however not Baskin-Robbins. They took their licks, listened carefully, and JKR delivered with a contemporary look that’s enjoyable, engaging, and world.
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