Museum of Ice Cream
Scaling imagination: From pop-up phenomenon to global brand
The challenge
The Museum of Ice Cream launched as a groundbreaking pop-up in New York City, captivating audiences with its immersive, highly shareable environments centred 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.
The approach
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.
The brief
On a mission to unite and inspire the world through imagination, the development of the MOIC brand with founder Maryellis Bunn was built on the idea that ice cream is a universal symbol of joy, a personal pleasure, and a transportive vehicle for anyone's imagination. The brief that guided everything: The Movement of Imagination & Connection.
What we did
Campaign strategy
Art direction
Digital asset development
Event design
Photo and video production
Signage
Signage was imagined for big-impact moments on the museum's exterior, as well as for wayfinding and magical, photo-worthy captures.
The icon system
A joyful icon style was developed: washes of monochromatic colour, geometric forms, and the occasional outline for dimensionality.
