For the uninitiated, mochi is a mini morsel of ice cream enveloped in a sweet rice ball, and they’ve been having a moment in the frozen novelties section since the 2010s.

Long before that, in 1985, Keith Robbins was crafting up imaginative mochi at his ice cream shop in Honolulu with an original recipe from his grandmother—and Bubbies Ice Cream was born. As a long-time market leader, the brand faced more and more competition over the years from upstart mochi moochers. They knew a change was needed and turned to Moxie Sozo to help them evolve their brand.

“They have all this storied history,” said Cara Berberet, senior designer at Moxie Sozo. “We saw an opportunity to help them stand out by dialing up their origin story and creating a sense of place. However, we didn’t want to tie ourselves to Hawaii directly; more like postcards from paradise.”