Baskin-Robbins has changed its logo, employee uniforms, and packaging in its latest brand update. The ice cream chain has stuck with a pink and blue logo for years. The new logo comes in brown and pink, brown and blue, and pink and white. “When we really think about the journey … it started four years ago,” said Jason Maceda, Baskin-Robbins president. That included “really listening to our guests.” The brand’s new tagline, “Seize the Yay,” is about celebrating small moments that bring happiness.

The leadership team at Baskin-Robbins found that some customers felt very attached to the brand, which reminds them of their childhood memories. But they also heard that there were “some opportunities in being more relevant,” Maceda shared. The ice cream company is also introducing 3 new flavors: Non-Dairy Mint Chocochunk, a coconut milk-based flavor with thick chocolate chunks, Totally Unwrapped (April flavor of the month), made with peanut butter and chocolate ice cream, caramel swirls, pretzels, and peanuts, and Ube Coconut Swirl, made with coconut and ube (a purple yam commonly used in Filipino desserts). In addition, Baskin-Robbins is celebrating the rebrand with the launch of a new clothing collection. The company’s sales grew 4.4% from 2019 to 2021, according to Euromonitor International.