Code Name: Project 31
Baskin-Robbins + Stranger Things
Creative Direction, Branding, Photo Direction, Print Design, Video
Netflix sought a partner to bring the iconic “Scoops Ahoy” ice cream parlor to life for season 3 of Stranger Things, and they reached out to Baskin-Robbins. The collaboration resulted in the transformation of real Baskin-Robbins stores into Scoops Ahoy, delighting fans with an immersive experience. Special flavors were introduced, perfectly tying in with the show’s theme, alongside exclusive Funco collectibles available only in-store.
Every element of our design was crafted in alignment with the show’s period and theme. Our print materials were detailed to evoke the nostalgia of 1980s pulp paperbacks. We incorporated dot gain textures, scratches, and distressing to authentically replicate the vintage aesthetic that served as our inspiration. Similarly, our social media videos were executed in a 1×1 format, and featured retro color washing and grain overlays.
The promotion spanned two months. In June, leading up to the show’s premiere on July 4th, the creative focused on the established Stranger Things branding elements. As July rolled around, the theme shifted to full Scoops Ahoy branding. The colors, graphic elements and 80’s texture cues were pulled directly from the show’s set.
The partnership between Baskin-Robbins and Netflix proved to be a resounding success, capturing the hearts of fans and generating widespread press coverage.
