Our brief was to create a new visual identity for Baskin-Robbins Korea that better reflects the ice cream culture in Korea - a more progressive, creative and culinary culture that leans more towards fashion than food. Just as important, the new identity needed to elevate the role of the brand across consumer touchpoints to get credit for being a leader in ice cream innovation.
The global Baskin-Robbins identity is anchored in US ice cream mythology, a more nostalgic image rooted in the ice cream parlours of 1950’s America. In addition, the existing identity for Baskin-Robbins Korea was driven primarily by third party assets such as partner brand collaborations or local artist illustrations that overshadowed Baskin-Robbins, rendering it brand-less.

Building from the product itself, we created new patterns inspired by the layers, chunks and swirls of flavor found in their ice cream scoops. The suite of patterns embraced the individuality and uniqueness of the ice cream, celebrating the experience while capturing the personality and variety found in each scoop.

We elevated the role of the Baskin-Robbins brand by creating an ownable system of patterns in their primary colour palette of pink, blue and white. We also simplified the designs and put the brand logo and wordmark front and center.

The end result is a more modern identity that is brand-led, but still maintains the flexibility to be expressive and dynamic. A new visual language across packaging and communications that brings the culture of the brand to life in a joyful and witty way; catering to the restless demand of the Korean consumer. A brand that is unmistakably Baskin-Robbins Korea.