When I took over Baskin-Robbins at 22Squared, the brand was loved but stale. Franchisees had relied on the same playbook for decades, and the world had moved on. Our job was to bring it back to life without losing what made it iconic.
We built a modern world that looked and felt the way ice cream tastes: pure joy.
Identity. Campaigns. Digital. Retail. Every piece refreshed, every scoop still familiar.
SCOPE: ADVERTISING / DESIGN / FILM / SOCIAL / LIVE EXPERIENCES
For decades Baskin-Robbins had always relied mostly on print and out-of-home. Got Me Like changed that.
It was the first campaign to tap into meme culture, trading food-porn for humor, motion, and the internet’s own language.
Working with Psyop and a crew of Instagram creators, we made fourteen films, nine months of social, 250 GIFs, and even a sweet little Tinder activation.
It connected the brand with a new generation while keeping it just as Baskin as ever.
Global Rebrand
For eighty years, Baskin-Robbins had been evolving in tiny steps. The world had moved on, but the brand hadn’t.
So we teamed up with ChangeUp Design to rebuild its look from the inside out, logo, retail, everything, without losing the heart of what people loved.
The result was familiar and new at the same time. Exactly what it needed to be.