For Crave, ice cream is more than a flavour hit. It’s a little escape from the everyday, packed with surprises that make every spoonful feel like a treat. So we created a world of flavour, texture and moments of joy. Full of wonder, full of good stuff. And full of reasons to come back for another scoop.

Plenty of flavour. But where was the fun?

Crave had the backing of Tip Top, New Zealand’s number one ice cream brand, but it was time to step out of the family shadow. The opportunity was to give Crave a distinctive identity and a space of its own: a more playful, accessible kind of indulgence, with a whole lot more to get excited about.

While mainstream brands played it safe and premium players leaned into provenance and quirky flavours, we spotted a gap for something more playful. Ice cream packed with generous chunks, swirls and inclusions, bringing a little more wonder to the everyday without the premium price tag. Our starting point was simple: people crave feelings, not just flavours. We brought that human truth together with Crave’s product superpower to create one big idea, Wonder-full. A promise of surprise and delight, and a brand as full of personality as the product is full of good stuff.

Big scoops. Bigger personality.

We gave Crave a look to match. A custom-drawn wordmark, rounded and overflowing, with a satisfyingly swirly C that tips its hat to Tip Top. Then we turned up the volume with bold colour-blocking, oversized typography and larger-than-life photography. Dripping scoops, flying chunks and swirls practically bursting out of the pack. In a crowded freezer, Crave was here to make a splash.

Six flavours. Six Wonder-full worlds.

We created six distinctive illustrated worlds, each with its own character but connected by a visual language designed to grow with the range. And we took the fun well beyond the tub, with a playful, anything-but-vanilla tone of voice, Spooniverse tastings, and the Flavour Cravers community.

The result is a brand with a bigger personality, a distinctive place in the Tip Top family and a world of its own to keep exploring. All designed to make every scoop a little more wonderful.