Iconic ice cream company Baskin-Robbins has rolled out a branding rehaul which will include an all-new logo, updated employee uniforms, and the introduction of a playful slogan, "Seize the Yay."
In addition, Baskin-Robbins is celebrating the rebrand with the launch of a new apparel collection that pays tribute to the company's heritage. The collection marks the first time the company has ever offered its own line of merchandise and will include a variety of apparel items such as t-shirts, pants, and hoodies. Moreover, the capsule will offer a range of unconventional accessories such as Baskin-Robbins-branded skateboards and bicycles.
"For more than 75 years, Baskin-Robbins has been the destination for celebrating the moments that matter most. 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," sats Jerid Grandinetti, VP of marketing and culinary at Baskin-Robbins.
Ice Cream-Themed Apparel
Baskin-Robbins Releases New Merch to Celebrate 'Seize the Yay' Rebranding
Trend Themes
1. Apparel-merchandising Synergy - Companies that have established brands can leverage their loyal fans and followers to offer and experiment merchandising opportunities that complement their brand and products.
2. Branding Refreshment - Refreshing brand elements from logo to tagline can help established companies remain relevant and resonate with customers in an increasingly volatile and competitive landscape.
3. Omni-channel Experience - Creating an experience that complements and enhances the brand story and engages offline and online customers is key to delivering a holistic experience and building customer loyalty.
Industry Implications
1. Ice Cream - Ice cream makers can borrow a page from Baskin-Robbins' playbook and experiment with offering merchandise that highlights their brand and creates a new revenue stream.
2. Retail - Retail stores with established brands can offer merchandise that complements their product offering while delivering a unique experience that resonates with their customers and increase brand loyalty.
3. Branding and Advertising - Branding and advertising agencies can recommend and execute brand refresh strategies that offer a potential boost to revenue streams by resonating with customers across channels.