Baskin-Robbins is rebranding itself the first time since 2006.

“Baskin-Robbins is celebrating the happiness ice cream brings to every moment with a refresh of the iconic brand’s logo, packaging, employee uniforms and tagline,” Baskin-Robbins said in a press release on Monday.

The ice-cream company has been around for 77 years. It wants to "pay tribute to its heritage" with the rebrand while also reaching a younger generation of ice-cream lovers.

The current customer base for Baskin-Robbins are adults who loved the ice cream as a child, Jason Maceda, Baskin-Robbins president, explained in an interview with CNN.

Although Baskin-Robbins is apparently looking to attract a younger crowd, the logo reflects a more “grown up” look, noted CNN. The new logo offers a brown and pink crisp, block-like font in place of its previously utilized "childish font."

The brand refresh will also include the introduction of three new flavors and limited-edition merchandise available to purchase from an online store starting on April 18. Merchandise is teased to include a Baskin-Robbins bucket hat, as well as sandals, socks, skateboards, and bicycles.

The three new flavors include Non-Dairy Mint Chocochunk, which is a sweet mint flavor with chocolate chunks, fudge, and a coconut milk base. Ube Coconut Swirl is a ube and coconut flavor with ube swirls and Totally Unwrapped is a peanut butter and chocolate flavor with fudge, caramel, pretzels, and peanuts.

“For more than 75 years, Baskin-Robbins has been the destination for celebrating the moments that matter most. Our new look and manifesto recognize the extraordinary role ice cream has played in our customers’ lives, along with our continued commitment to innovation and creating someone’s next favorite flavor,” said Jerid Grandinetti, Vice President of Marketing and Culinary at Baskin-Robbins, in the press release.

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