Store of the Future: Baskin Robbins
Role - Concept Design Lead
Status - Complete
The Goal
The new store concept is designed to deliver on Baskin-Robbins’ commitment to bringing guests great flavors and memorable moments. The new stores will offer the first look at the brand’s U.S. store of the future, with a new and modernized atmosphere that is designed to make it easy to connect with people over ice cream and create simple moments with family and friends that matter.
Existing Conditions
Multiple implementation formats of varying architectural styles.
Tired design language.
Lost the essence of the brand over time.
Latest execution at the time
Typical lower-tier stores
Concept Sketches
Concept Direction
Conducted extensive user interviews using the following renderings to identify existing pain points and to further develop the new experience.
“Moments” concept store design which will give guests an entirely new and engaging experience when they visit Baskin-Robbins.
The new ‘Moments’ design represents the brand purpose – to spark joy and optimism and help guests create joyful moments with family and friends while enjoying great-tasting ice cream and amazing flavor variety. It’s the cornerstone the brand and gives guests an entirely new way to experience Baskin-Robbins.
Lighting symbolizes the “31 flavors” that made the brand popular all around the world. It also serves as a repeatable, unique brand element.
The brand is introducing a new product platform called “ice cream novelties” featuring premium, hand-dipped and snackable frozen treats to give guests more variety when choosing a sweet treat.
Bakery inspired mico signage.
Schematic Renderings
Applied the concept into an existing test location while incorporating both internal and external stakeholder feedback.
Final Installation
The new “Moments” store design concept started national rollout in 2019, starting with this Fresno (CA) location.
“Many people today live busy, always-on lives which means that a chance to unplug, spend a few minutes with your friend, partner or child, reconnecting over a scoop or two of your favorite ice cream flavor really matters to people”
- Carol Austin, Vice President of Marketing at Dunkin’ Brands
The brand is introducing a new product platform called “ice cream novelties” featuring premium, hand-dipped and snackable frozen treats to give guests more variety when choosing a sweet treat.
The mural is intended to change based on location in order to add unique local flavor into the environment.
Work while employed at WD Partners