Gone is the juvenile pink and blue color scheme, now replaced with a pink and rich brown plan that the company had used in its first advertising in 1953. A light blue is still part of the brand palette, however. The 31 (for 31 flavors) is still embedded in the initial BR version of the logo, but the type is now all caps and much more grown up.
Built on the catch-phrase, “Seize the Yay!” the new branding will be played out in packaging and employee uniforms, but also in clothing such as sweatshirts, scrunchies, and bucket hats. BR-branded bikes will also be available for a limited time.