Baskin Robbins Brown

Brand Identity, Signage & Environmental Graphics, Packaging

Visual identity, packaging and name for a South Korean concept store offering a new twist on a much loved ice cream brand.

Pentagram has created a new name, visual identity and packaging that moves the concept away from the youthful associations of the original Baskin Robbins brand.

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As well as evoking associations with coffee and chocolate, the first two letters of ‘Brown’ act as an acronym for ‘Baskin Robbins’.

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A family of circles and spots — extrapolated from the target-style ‘O’ icon — has been applied across the identity, resulting in a coherent visual language that swiftly communicates the cafe's product offering to its time-poor customers.

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