Novel, a local Phoenix ice cream shop was seeking a brand redesign to enhance its uniqueness and recognizability. The project included a fresh logo, eye-catching product designs, a distinctive food truck, social media posts, and a user-friendly landing page to promote the grand opening of their new truck. The word “novel” as an adjective is defined as “new or unusual in an interesting way.” My solution goes beyond typical ice cream designs and utilizes elements and colors that pop to promote the unique elements of this ice cream shop.