Museum of Ice Cream

A scalable experiential brand identity system that captures imagination at international magnitude

The Museum of Ice Cream (MOIC) has led the way in creating beautiful, shareable and multi-sensorial environments. TWA developed a full brand identity system for MOIC that could scale internationally and across physical, retail, experiential and partnerships. The brand launched at their first permanent space in NYC in 2020. Since then, MOIC has opened in Singapore, Austin, Chicago and San Francisco.


Naming, Brand Strategy, Visual Identity System, Verbal Identity and Messaging, Interior Design & Graphics, Printed Collateral Design, Packaging System Design, Merchandise Design

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.

The hidden “MOIC” in the logomark, a pleasurable palette of pinks, and a warm type system that’s more conversation than direction bring to life the essence of the brand.

A joyful icon style was developed: washes of monochromatic color, geometric forms and the occasional outline for dimensionality.

Signage was imagined for big impact moments on the museum’s exterior as well as for wayfinding and magical photo-worthy captures.

Retail elements, packaging and material guidance helped to shape the physical space.

Other Work