Project Objective

The challenge was to design packaging that:

• Clearly signals “vegan” without relying on clichés

• Fits seamlessly within Baskin Robbins’ existing brand world

• Differentiates flavors through a scalable visual system

• Performs well across freezer environments and digital storefronts

• Appeals to both vegan consumers and mainstream ice‑cream buyers

This required balancing brand consistency, category cues, and modern plant‑based design language.

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Research & Insights

Understanding the Category

Plant‑based ice cream packaging often leans heavily on:

• Green color palettes

• Leaf motifs

• Minimalist, earthy aesthetics

However, Baskin Robbins is known for:

• Bold color blocking

• Playful illustrations

• High‑energy brand expression

The opportunity was to merge these two worlds without losing brand equity.

Key Packaging Challenges

• Freezer environments reduce contrast and visibility

• Vegan cues must be clear at a glance

• Flavors need strong differentiation

• Packaging must remain recognizable as Baskin Robbins

These insights shaped the design direction.

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Design Approach

1. Visual System for Vegan SKUs

To differentiate the vegan line while staying on‑brand:

• A dedicated green accent system was introduced for quick recognition

• A custom “Vegan Certified” badge was designed for consistency across SKUs

• Soft, organic shapes were integrated into the layout to signal plant‑based ingredients

This created a distinct sub‑identity without departing from the Baskin Robbins look.

2. Flavor‑Forward Illustrations

Each SKU features:

• Ingredient‑driven illustrations

• Clear flavor storytelling

• A color palette tailored to each variant

This helps consumers quickly identify flavors in a busy freezer aisle.

3. Packaging Hierarchy

The layout was structured around:

• Brand mark

• Flavor name

• Vegan badge

• Ingredient visuals

• Supporting color blocks

This hierarchy ensures clarity and consistency across the full range.

4. Shelf Visibility Optimization

To improve performance in freezer conditions:

• High‑contrast color combinations were used

• Key information was placed in the upper third of the pack

• Bold typography ensures readability through frosted glass

The result is packaging that stands out even in low‑visibility retail environments.

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Outcome

The final packaging system delivers:

• A clear, recognizable vegan sub‑range within the Baskin Robbins brand

• Strong flavor differentiation across SKUs

• Improved shelf visibility and digital storefront performance

• A scalable system that can expand as new vegan flavors are introduced

The design balances Baskin Robbins’ playful identity with modern plant‑based cues, creating packaging that is both functional and emotionally engaging.