Baskin-Robbins Rebrand Includes Merch Line With Bikes and Apparel

By Brendan Menapace

After 77 delicious years, Baskin-Robbins is getting a bit of a branding face lift. That includes updating its employee uniforms and packaging to breathe new life into the brand famous for its 31 flavors.

That's just in the stores, though. Baskin-Robbins also plans to go far beyond just ice cream with merchandise like bikes and bucket hats, opening an online store for the first time. This is just another example of a food company doubling as a lifestyle brand and joining the e-commerce race.

The new logo still incorporates the "31" into the "BR," but it does away with the wacky, tilted font in favor of much more mature lettering and block capital letters. It also swapped out the blue for brown.

New look, new feel, new reasons to 🥳 pic.twitter.com/I1xEFqhY6C

— Baskin-Robbins (@BaskinRobbins) April 11, 2022

Baskin-Robbins didn't just choose items like bikes on a whim, either. Part of the rebrand involves adopting the slogan "Seize the Yay," which, according to CNN Business, Baskin-Robbins does by "celebrating small, joyous moments." A bike fits pretty well into that vibe.

"We want to make sure that we celebrate along with our guests," Jerid Grandinetti, vice president of marketing and culinary at Baskin-Robbins, told CNN. "What better way to do that than to provide some fun buzzworthy [items]?"

Right now, the B-R merchandise store is still billed as "coming soon," albeit with password entry for ice cream VIPs. But it teases items like a long-sleeved T-shirt, hair scrunchie featuring an all-over print of the famous pink spoons, a skateboard, socks and slides.

There will undoubtedly be more if this is a success, and it's pretty much a guarantee that any food-adjacent brand now carries much more than just edible products.