Childhood Dream, Baskin Robbins. Baskin Robbins meets the guru of industrial design Alessandro Mendini. The all new identity design of Baskin Robbins was an opportunity to once again highlight Baskin Robbins’ concept of soft ice cream by using the beauty of curves based on the existing brand value. Mendini’s design philosophy, striving to see the world from the eyes of children emphasizing the innocence of childhood, is reflected directly in the branding of Baskin Robbins. The core themes for the collaboration are childlike innocence and hope. Against such a backdrop, Mendini created bold colors and unique characters.