Baskin Robbins Rebrand 2022

Baskin-Robbins is the 31-flavor ice cream brand with circus roots and 75 years of history. It still read as a children's brand rather than reflecting the quality and creativity Burt and Irv started with, and every touchpoint, from logo and cups to uniforms and digital, had drifted. ChangeUp's 2022 identity, with a platform from 22squared, returns to its circus roots, keeps the 31 inside the BR monogram and speaks to longtime fans and Gen Z alike.