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Baskin Robbins Korea

[Brand Identity]


BR Korea Co., Ltd., Seoul


SPC Design Center, Seoul


Alessandro Mendini, Atelier Mendini, Milan

Creative Direction

Joong Gyu Kang

Graphic Design

Eugenia Rhee, Eun Young Bae, So Yeon Yu

Project Management

Hee Soo Hur

This new identity design of Baskin Robbins was created by the well known designer and architect Alessandro Mendini. It was a relaunch that was an opportunity to, once again, highlight the brand’s concept of ice cream by using the beauty of curves. Mendini’s designs always strive to see the world through the eyes of children and this philosophy is directly reflected in the branding. Bold colours and unique characters characterise a distinctive product world, the versatile motifs of which appeal to the target group and encourage collecting.

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This project can be found in the
International Yearbook Communication Design 2016/2017.