Museum of Ice Cream

The Museum of Ice Cream launched as a groundbreaking pop-up in New York City, captivating audiences with its immersive, highly shareable environments centered around the joy of ice cream. But as the experience went viral and expansion plans took shape, the challenge was clear: how to transform a cultural moment into a scalable brand that could endure beyond novelty and operate across global markets.

We partnered with MOIC and founder Maryellis Bunn to build a comprehensive brand identity system rooted in the idea of imagination and connection — elevating ice cream as a universal symbol of joy. From strategy and naming to a full visual and verbal identity, we created a scalable system designed to flex across retail, experiential, partnerships, and merchandise. Launched with MOIC’s first permanent space in New York City, the identity laid the foundation for international expansion, with new locations opening in Singapore, Austin, Chicago, and San Francisco — each capturing the same magic while supporting long-term growth.