Identity, packaging · 2025
Sundae Club
An Al Quoz ice cream truck goes into 140 supermarket freezers, and needs to be seen through frosted glass in about three seconds.
The challenge
Omar and Lina Khatib started Sundae Club in 2019 with a second-hand truck and one flavour, salted date. By 2024 they had two scoop shops, a cult following in Jumeirah and a deal to go into 140 freezers across a UAE supermarket chain.
The old tubs were designed in a weekend and looked it: a pale label, a small logo and a flavour name you had to lean in to read. In a scoop shop that’s charming. Behind a frosted freezer door, next to brands with global ad budgets, it’s invisible.
The idea
Every tub is a sundae. We turned the packaging into the topping: a hand-drawn wordmark that melts off the bottom of the lid, and a different drip of colour for each of the nine flavours, loud enough to read through frosted glass from four metres away.
What we made
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Identity
The melting wordmark, a short mark for lids and stickers, nine flavour colours and a drip system that scales from a 100ml pot to a shop front.
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Packaging
Nine 500ml tubs, four lollies and a multipack, with print-ready artwork for two manufacturers.
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Scoop shops
Menu boards, cups, napkins, aprons and a window that changes with the seasonal flavour.
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Launch weekend
A pink pop-up parlour at City Walk, free scoops for anyone who brought an old tub back.
What happened
- sales in the month the new tubs launched
- 2×
- freezers stocked within six months, up from 38
- 140
- people through the launch pop-up in three days
- 3,200
From the project
Tap any photo to see it larger.
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Nine flavours, nine drips -
Launch weekend, City Walk -
Bring an old tub, get a new one -
The summer poster, shot in Al Quoz
Our sales doubled the month the new packs hit the shelves. The team still talks about the launch party.
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