Picture this… Six of the most glorious, unique flavours of Baskin Robbins ice cream in your local supermarket’s freezers. Well, that was the brand’s goal, and it was all lined up to launch in stores. Apart from one thing. 

When the brief landed, Baskin Robbins was already in the middle of a brand refresh. Our challenge? To bridge the gap between old and new with interim packaging – that was unmistakeably Baskin Robbins and arrived on shelves in time for summer!  

Lifting the lid

We were tasked with using the Pralines N’ Cream flavour to create three creative concepts. The chosen theme would then be rolled out across the other five flavours in the range. 

We had to consider the current brand guidelines and the direction the brand was planning to take. All while making sure that logo placement, the new colour gradients, product imagery and flavours were eye-poppingly enticing, stood out against competitors in the freezer, and drove brand recognition. Framing Baskin Robbins as THE original ice cream parlour with a rich heritage. 

Our approach? Immerse ourselves in Baskin Robbins’ story and journey, and its bold use of colour and playfulness. A designer’s dream!

The stuff of ice cream dreams

We dug deep with competitor research. Identified key elements on the packaging that needed a lift. Worked with the client to solve challenges with the old packaging. 

Then came sketching. Call it ‘playful exploration’ of a few different ideas. Giving us three conceptual design routes, which were then served to the client as a 3D mock up!

They were thrilled. The chosen packaging had finesse and playfulness – to make a real impact on the shelves. And thanks to the project’s success, we’ll be working on the packaging roll-out (with a next-level look and feel) when the brand relaunches!