Baskin-Robbins

Deane Apparel & Baskin-Robbins Australia - A Sweet Collaboration

Baskin-Robbins Australia is celebrated for its innovative flavours and commitment to fun and creativity. Their vibrant brand identity needed to be reflected in their staff uniforms, leading them to reach out to Deane Apparel last year. The mission was clear: to bring Baskin-Robbins’ bespoke uniform concept to life, ensuring it captured the essence of their brand.

Challenge

Baskin-Robbins provided a specific brand and design brief, envisioning a uniform that was bright, striking, and a true reflection of their products and brand. One of the significant challenges was achieving the perfect Pantone colours of the gradient on the polo shirts and the straps of the aprons. Different fabrics presented varying colour intensities, requiring precise adjustments to meet the brand’s specifications.

Solution

Deane Apparel’s Product Development and Supply Teams collaborated closely with Baskin-Robbins to ensure the vision was realised. Through several adjustments and meticulous attention to detail, they created an outfit that stood out, resonating with the brand's vibrant and fun-loving nature.

Design and Development

The new uniform design features a gradient on the polos and apron straps, paired with Walnut Brown caps, visors, and aprons made from the same canvas material. This combination perfectly complemented the colourful elements of the polos, creating a cohesive and eye-catching look.

Implementation

To enhance the uniform ordering experience, two new features were set up in Silk, Deane Apparel’s uniform ordering platform:

1. Bundled Orders: Franchisees could conveniently order a bundle consisting of a cap or visor, apron, polo, and name badge.
2. Personalised Badges: The option to add a staff member’s favourite ice cream flavour to their name badge, adding a personal touch to the uniform.

The rollout began with the opening of new stores at the end of 2023, starting with the refurbishment of Baskin-Robbins’ store at Morayfield. The launch was celebrated with a ‘Free Scoop Party,’ showcasing the new uniforms to the delight of staff and customers alike.

Outcome

The successful collaboration resulted in a uniform that not only met but exceeded Baskin-Robbins' expectations. Natasha Guiulfo, National Marketing Manager, expressed her satisfaction, stating, “Thank you for working with us to nail the gradient, the uniforms truly look the part.”

Baskin-Robbins is currently undertaking the rollout to over 80+ franchise locations across Australia, ensuring a consistent and vibrant brand presence nationwide.

This case study highlights Deane Apparel's commitment to understanding and fulfilling client needs, showcasing its ability to blend creativity with functionality to create standout uniforms.