The brand identity of Scup, a vegan ice cream brand, conveys a message of closeness, inclusion, and sustainability. Its distinctive logo, depicting ice cream scoops with feet that appear to be walking, suggests movement and dynamism while communicating a sense of familiarity and local presence. This detail also highlights its commitment to accessibility, catering to people of all ages and lifestyles. The combination of hand-drawn typography and a sans serif font reinforces the feeling of authenticity and modernity. Additionally, the color palette in blue and beige evokes a safe and natural atmosphere, aligning with its focus on sustainability. Together, these visual elements suggest an indulgent and mindful experience, where consumers can enjoy delicious ice cream with environmental consciousness.