It’s noon in Amman. People are back at work and in the streets and shops and cafes after the lockdown. The sun shines high in the sky. Summer officially starts next Sunday. There’s no better time for ice cream.! And so the creative partnership of almost 15 years between SYNTAX and The Cakery continues. This time it’s The Cakery On Ice. A brand of handcrafted, all-natural ice cream that takes The Cakery’s sweet philosophy to a new, cold frontier.
SYNTAX and The Cakery worked together during the lockdown and in Ramadan, to create today’s launch in record time. Naming, branding, packaging, art direction, video script development, photography, videography and social media campaign design proceeded swiftly to be ready for the arrival of summer. The launch campaign started on Instagram with a teaser yesterday and the reveal of the On Ice brand video today.
For food styling, photography and videography we collaborated with the talented Eyad Shamieh.
