Baskin-Robbins Introduces New Visual Identity

Globally-renowned brand announces plans to update logo, colours and branding suite in tandem with Canadian expansion

TORONTO--(BUSINESS WIRE)--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.

About Baskin-Robbins Canada

Baskin-Robbins was founded in 1945 by two ice cream enthusiasts who shared a dream to create an innovative ice cream shop that would be a neighbourhood gathering place for families. Celebrating 51 years in Canada, Baskin-Robbins operates today more than 105 locations in Ontario, Quebec, Manitoba and British Columbia. Each year, more than 300 million people around the world visit Baskin-Robbins to enjoy some of the more than 1,400 flavours available in the brand’s ice cream library, as well as enjoy its assortment of frozen treats including frozen beverages, sundaes, Polar Pizza ice cream treats and ice cream cakes. For more information on Baskin-Robbins Canada or any of its locations, visit baskinrobbins.ca.