Baskin-Robbins is getting a major redesign. Take a look at its new logo and packaging as well as the ice-cream brand’s first-ever merch.

Baskin-Robbins is getting a major rebrand. The multinational ice cream brand is ditching the blue in its logo in favor of brown and opting for a simpler font, with the company’s name fully capitalized, and a dot standing in for the hyphen.

The company is also rolling out new packaging.

Some of the packaging and branding will still have traces of the chain’s blue color scheme, though.

A company spokesperson told Insider that the new branding is currently only being rolled out in the US and Canada, and that stores would be updated to reflect this on a rolling basis. Baskin-Robbins has more than 7,700 stores in 52 countries, including over 2,400 in the US, and is part of Dunkin’ Brands, which was bought by Inspire brands in 2020 for around $11.3 billion. The pandemic, a fragmented market, and changing consumer tastes have forced fast food chains to adopt new strategies to buoy growth.

The company has introduced three new flavors at its US stores, too: Mint Chocochunk, a non-dairy ice-cream with a coconut base and fudge swirls; Totally Unwrapped, which features peanut butter and chocolate ice-cream, fudge-covered pretzels, fudge and caramel covered peanuts, and a salted caramel swirl; and Ube Coconut Swirl, which is made with ube from the Philippines. Also known as purple yam, the vegetable has been used in donuts, ice-cream, and other desserts to turn food purple.

Baskin-Robbins says it’s sold more than 1,400 ice-cream flavors in its history. Now it is introducing what it says will be its first-ever branded merchandise in the company’s 77-year history. This includes two $19 caps …

… clothing …

… and even a Baskin-Robbins branded beach towel, $335 skateboard, and $520 bike. The limited-edition merchandise will be available from April 18 and will ship to US and Canadian addresses only between May and June, the company said.

A Baskin-Robbins spokesperson told Insider that the new logo paid homage to its early beginnings, and its original 1947 logo, which “featured circus-inspired typography in pink and brown.” While they’re still using the familiar pink of logos past, they “have updated the palette with a classic-meets-modern twist with a new blue tone and rich, indulgent browns.”

The company’s original slogan, “31 flavors,” referred to the option it gave customers to try a different flavor every day. The number is highlighted in pink in the new logo. As part of its rebranding Baskin-Robbins is also adopting the new tagline “seizing the yay,” which it says is about “appreciating every moment, no matter how big or small.”