During the pandemic lockdown and Ramadan of 2020, SYNTAX and The Cakery got together to launch a new ice cream brand in record time. The Cakery On Ice is a brand of hand crafted all-natural ice cream that takes The Cakery’s sweet philosophy to a new, cold frontier.

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 and the reveal of the On Ice brand video the next day, followed by a full campaign on the platform

For food styling, photography and videography we collaborated with the talented photographer Eyad Shamieh.