Tuesday 04 October 2022

Baskin-Robbins has a new visual identity

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TORONTO, Canada – Baskin-Robbins, the world’s leading specialty ice cream brand, introduces today a new look that captures the true happiness of its beloved ice cream scoops, sundaes, beverages, and cakes. Featuring a rich chocolate brown and colourful 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.

“Since 1971, Baskin-Robbins has helped Canadians flavour every day with happiness,” says Natalie Joseph, Canadian spokesperson for Baskin-Robbins since 2014. “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 already gained incredible growth momentum 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 1,400+ 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, a multi-brand restaurant company whose portfolio also includes Arby’s, Buffalo Wild Wings, Dunkin’, Jimmy John’s and SONIC Drive-In.

“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.”

Baskin-Robbins Canada invites Canadians with an entrepreneurial spirit and love of ice cream to join its growing network of franchise partners. 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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