Turning Dessert on its Head, CUSS Frozen Custard Brand Identity

Australia has no shortage of ice cream and gelato brands, but frozen custard remains largely unknown. Launching CUSS wasn't simply about opening another dessert destination. It was about introducing an entirely new category while creating a brand people couldn't ignore. The Creative Method partnered with CUSS to develop the brand strategy and naming, visual identity, packaging and retail experience for the launch of its flagship store in Newtown, Sydney. Rather than relying on the nostalgic cues