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Baskin-Robbins Announces First Major Rebrand in Nearly Two Decades

I really have Baskin-Robbins to thank for my favorite ice cream flavor of all time — Pralines ‘N Cream. The joy I felt every time I was treated to or treated myself to a scoop or three is something that lives on, something worth celebrating every time I got a taste, even if it was a brief moment each time. And Baskin-Robbins is hinging its first rebrand in nearly two decades on appreciating such moments, no matter how big or small.

Baskin-Robbins’ grand rebrand centers on celebrating the happiness ice cream brings to every moment, encouraging customers to “Seize the Yay.” The rebrand will be extensive, meaning we’ll see a brand new logo, branding, packaging, employee uniforms, Baskin-Robbins’ very first line of merch, three new ice cream flavors and the aforementioned tagline.

The limited-edition merchandise collection will include bucket hats, beach towels, caps, skateboards and even a beach cruiser — all will be available exclusively on starting April 18.

As mentioned, fans will also be treated to three new ice cream flavors: Non-Dairy Mint Chocochunk, Ube Coconut Swirl and Totally Unwrapped.