Baskin-Robbins with Ryan Brazelton

Despite being associated with cherished childhood memories,
Baskin-Robbins began to feel frozen in time. Domestically the
brand felt dated, but in international markets the line was out
the door. Baskin-Robbins needed to create a signature that was
strong enough to be global while domestically rebuilding the
brand at a core level. But there was confusion around the timing
- didn’t they just debut a brand refresh a few months prior? We
get the inside scoop on the 2022 rebrand from Ryan Brazelton,
Chief Creative Officer at ChangeUp.

To see the change of brand for yourself, visit achangeofbrand.com
or follow us on Instagram @achangeofbrand.

Produced by Matchstic (matchstic.com / @matchstic), hosted by
Blake Howard (@blakehoward), co-hosted by Tracy Clark, edited and
scored by Landon Oseitutu, fact-checked by Jill Jeffries, written
in part and produced by Brianna Belcher, and artwork by Rachel
Jackson.