Baskin-Robbins is South Korea’s number one ice cream brand – famous for its spirit of constant reinvention. But visually, the brand was frozen in time, leaning heavily on 1950s Americana nostalgia. So we set out to reimagine it for a culture that craves novelty.
We approached the rebrand less like food, and more like fashion. At its centre sits a refreshed identity – clear, confident, and unmistakably Baskin-Robbins. Around it, we created an endlessly expressive system of patterns inspired by the swirls, chunks, and ripples inside each scoop.
Applied in the brand’s joyful pink, blue, and white, the new system captures the brand's inventive spirit. It is a look built not just to be recognised, but – like fashion – to be reimagined again and again.
