Australians know ice cream. They know gelato. Frozen custard? Not so much.
Launching in Newtown, Sydney, CUSS set out to introduce a cult American favourite to local audiences through a brand with a little more attitude. One that swapped nostalgia for personality and tradition for something fresher, bolder and built for a new generation of dessert lovers.
From brand strategy and naming through to logo design, food packaging and retail branding, we helped create a destination designed to spark curiosity, earn a second look and give people something worth talking about. A brand built to attract guests, foster community and deliver a memorable customer experience from the moment people walk through the door.
The Challenge
Frozen custard has been winning hearts in America for decades, but in Australia it’s largely flown under the radar.
After immersing themselves in the category firsthand, the founders became obsessed with bringing authentic frozen custard to Australia. Not another ice cream shop, but the real thing – made fresh throughout the day using quality ingredients.
The challenge was introducing an unfamiliar product while competing against some of Australia’s most recognisable dessert brands. The business needed a distinctive restaurant brand that could educate without lecturing, feel premium without becoming precious, and appeal to a younger audience looking for places worth discovering, sharing and returning to.
The Insight
The dessert category has a habit of looking in the same direction.
From nostalgic Americana and artisan gelaterias to playful family entertainment concepts, many brands draw from the same visual language. While frozen custard itself has a rich heritage, we saw no reason why the brand surrounding it had to feel stuck there.
The opportunity wasn’t to reinvent frozen custard. It was to give it a fresh personality.
By introducing a younger, more contemporary attitude to the category, CUSS could bridge the gap between authenticity and relevance — maintaining the craft and quality of traditional frozen custard while creating a brand experience designed for today’s consumers.
The founders didn’t just need customers to understand frozen custard. They needed them to be intrigued enough to give it a try, share it with friends and come back for more.
The Creative Solution
A Name With Attitude
The name CUSS was hidden in plain sight.
Drawn directly from the word custard, it introduced a younger, more contemporary personality to the category while remaining intrinsically connected to the product itself. Short, memorable and full of character, it became the foundation for the entire brand.
Turning Personality Into a Brand World
Inspired by the visual shorthand of censored swear words, we developed an expressive graphic language using symbols, punctuation and bold typography to inject energy throughout the customer experience.
Combined with a confident pink, black and white palette, the identity brings a fresh perspective to a category often defined by traditional dessert cues.
From the logo and food packaging through to signage, uniforms and environmental graphics, every touchpoint works together to create a QSR and hospitality brand that’s contemporary, memorable and unmistakably CUSS.
The Result
Opening its doors in Newtown, Sydney, CUSS enters the market with a restaurant brand unlike anything else in the dessert category.
By pairing the authenticity of American frozen custard with a fresh Australian attitude, the brand transforms an unfamiliar product into something people can’t help but be curious about.
Built to educate, engage and encourage sharing, CUSS gives customers something worth discovering, guests a memorable experience they’ll return for, and the founders a platform designed to grow alongside the business.
As CUSS continues building its community, the business now has a clear story, distinctive food packaging and a brand system designed to evolve as it grows.
A Platform Built For Growth
At The Creative Method, we help hospitality and QSR brands create distinctive identities and memorable customer experiences that drive consideration, build loyalty and support long-term growth.
CUSS demonstrates how the right combination of brand strategy, naming, visual identity and food packaging can transform an unfamiliar product into a destination people want to discover, share and return to.
“We engaged The Creative Method right at the beginning of this journey, and they quickly became true partners in bringing my dream to life. They saw the potential in CUSS from day one and pushed me to be brave and create something genuinely distinctive in a crowded dessert category.
“From naming and identity to packaging and interiors, they brought incredible care and craft to every detail. I’m so proud of what we’ve created together and couldn’t have asked for a better team to work with. Thanks to Tony, Jacq, Kirsty and the team for being %$)@ awesome.”
Adem Isik, CUSS CEO
CUSS Frozen Custard Brand Identity
Turning Dessert On Its Head
Client
CUSS
Industry
Dessert / Quick Service Restaurant (QSR)
Expertise
Brand Strategy & Positioning
Naming
Brand Story & Messaging
Brand Identity
Packaging Design
Retail Branding
Environmental Graphics
Signage
Uniform Design