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Baskin-Robbins introduces new branding to capture “true happiness” of ice cream

Baskin-Robbins has unveiled a new logo and branding. Baskin-Robbins has introduced a new look the company states “captures the true happiness of its beloved ice cream scoops, sundaes, beverages, and cakes.”

“Featuring a chocolate brown and pink accents, the new logo represents the bold, optimistic and timeless flavour of the Baskin-Robbins brand. The new visual identity, now present online and in social media, will be introduced across packaging, uniforms, and shop design progressively over the next 18 months,” a company news release states.

“Since 1971, Baskin-Robbins has helped Canadians flavour every day with happiness,” says Natalie Joseph, Canadian spokesperson for Baskin-Robbins . “As we enter this next chapter of our brand story, our new look aligns with our bold plans to ignite expansion across Canada.”

Operating more than 105 shops across Ontario, British Columbia, Quebec, and Manitoba, Baskin-Robbins expects to open up more than 20 new locations over the next five years. The brand has seen growth in 2022 with recent openings in Mississauga, Oshawa, and St. Catharines.

“Baskin-Robbins’ has a strong legacy of consumer-driven innovation–from the more than 1400+ unique flavours in our flavour library, to our focus on expanding and enhancing the digital experience for our guests. This new visual identity brings to life our continued commitment to innovation that creates moments of joy and celebration,” says Becky Felis, vice-president of international marketing at Inspire Brands, parent company of Baskin-Robbins. “With a longstanding history in Canada and runway for continued growth across the country, we look forward to scooping up happiness for more Canadian guests in the years to come.”

With nearly 80 franchisees currently in Canada, the brand has some 17 operators who have been with the brand for more than 20 years.

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