Seize the Yay: Exploring Baskin Robbins' Refreshingly Cool New Logo and Brand Strategy

Posted on 18 May 2023 18:00 in Small Business Hacks
by Fatema Electricwala

Discover the refreshing new logo of Baskin Robbins, symbolizing 31 delightful flavors and aimed to 'add joy to your everyday life.' Uncover their successful rebranding strategy, Gen Z appeal, and the secrets behind their global ice cream empire.

Baskin-Robbins is one of the most famous ice cream brands in the world with a range of over 1,000 flavours. And now 16 years after the last logo update, it's announced its fresh new look. In the past, Baskin-Robbins logos were easily identifiable due to their vibrant blue and pink colour schemes and a playful, bold font. However, the ice cream parlour underwent a rebranding process with a new logo design that is more sophisticated and refined. The aim of this fresh look is to "add joy to your everyday life." 


The new logo’s colour palette and font is in such a format that it depicts “31”, representing 31 different flavours in the entire range of ice cream flavours it has to offer – one for each day of the month! 


In reality, the company has a lot of flavours more than 31 but then the whole concept of ‘31’ has been a huge part of their marketing strategy so they’ve stuck with it. The primary focus of the rebranding is on the new tagline, 'seize the yay', which is intended to transform yesterday's fans into today's brand advocates and attract the hearts of Gen Z by celebrating everyday moments of happiness. The change from pink and blue to pink and brown is to feel more appealing to the younger generation of their customers. In the true spirit of “Seizing the Yay,” Baskin-Robbins also developed three new flavours available now- Non-Dairy Mint Chocochunk, Ube Coconut Swirl and Totally Unwrapped.


To dig up a little history, this is their 4th rendition of logos in all the years of existence from 1947-2023. Baskin Robbins started with only ice creams in 1947 in only United States but eventually grew so big because of its business model that now it also offers a variety of products ranging from ice cream, milk shakes and sundaes in over 5000+ stores all across the globe. If we look at the pricing strategy, it is that of Premium pricing i.e., they don’t have a round off strategy but they use a coupon/rebate pricing strategy that attracts customers. The annual revenue of this brand is approximately 150 million dollars. 


A big creative approach which is part of their marketing strategy is they adapt to the location and have personalised marketing strategy to the location. All the advertisements and branding done is personalised. 


What small businesses can pick up from here and their approach is:

  • Branding around their target audience, market scope, demographic approach and industry width. 
  • Having a pricing strategy of such that it fits everyone’s pocket and makes you come twice without thinking if you can afford it. 
  • Premium quality products that help spread the product awareness via word of mouth. 
  • Aggressive branding, marketing and constant market study which helps them adapt to ever changing and revolving market. 




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About the author

Fatema Electricwala  

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