SERVING UP A BRAND-NEW RETAIL EXPERIENCE
Baskin Robbins has the distinction of being the largest ice cream chain in India, with over 725 stores, across 190 cities. While the brand has been performing well, there has been an influx of speciality brands and competitors over the last decade or so. These entrants also offer new variants and products, such as artisanal, vegan, sugar free and ice-cream shakes. While Baskin Robbins is still considered to be a premium brand, the brand had added trending variants to its mix of offerings, going beyond their conventional product portfolio of only servicing ice-creams, which were going unnoticed.
VGC was approached to refresh & redesign the Baskin Robbins retail experience. The new experience & retail format would be extended to their stores across India. The key objectives of this exercise were to highlight their under-represented ranges and promote their newest offerings. As Baskin Robbins is a global brand, the new format & experience would also have to work with their existing brand guidelines.
We began the project by charting and understanding the consumer psyche, mapping the competition & learning from international benchmarks. Through the course of the exercise, VGC was able to redesign the instore experience and brought alive the brand ethos through communication. The overall mood shifted from being tactical to a store that was more conversational & engaging. We even reached into the brand manual to refresh the brand with its extended colour palette that moved beyond the brand’s iconic pink & blue. And using the colour palette as a tool, we were also able to crack a colour-based navigation system for customers.
The project was executed and delivered in record time so that Baskin Robbins could take this new format live in time for summer.