Baskin-Robbins Says ‘Seize The Yay’

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. “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,” says Jerid Grandinetti, Vice President of Marketing and Culinary at Baskin-Robbins.



The visual identity system and logo were designed by experience agency ChangeUp to celebrate Baskin-Robbins’ iconic heritage, while modernizing the brand. Leaning into the client’s long time use of circus imagery, the new system is meant to be fun and bold, retaining the “31” built right into the BR monogram itself. Every touchpoint received a makeover with a new color palette as the foundation to create a cohesive and playful brand expression. The platform, strategy, and supporting 360 campaign work was developed by creative partner 22squared.

In conjunction with the refresh, Baskin-Robbins is launching a collection of limited-edition merch – including clothing and other items that will encourage “yay-seizing” moments, such as bicycles and skateboards, available exclusively at The confectionary experts have also developed three new flavors: Non-Dairy Mint Chocochunk, Ube Coconut Swirl, and Totally Unwrapped, an ode to a classic candy bar.