The Cool Sheikh

Client: The Cool Sheikh’s Ice Cream

Role: Lead Visual Designer

Scope: Brand Identity • Character Design • Packaging • Merchandise • Social Content • Typography Direction

Tools: Illustrator, Photoshop, Procreate

The Problem

The Cool Sheikh is an ice cream brand that mixes Emirati culture with pop-art and streetwear, aimed at Gen Z and millennials in the UAE. It needed to feel proudly local and still travel beyond the region, without leaning on the usual clichés.

The Solution

I built an identity around the two halves of the name: “cool” and “sheikh”. Respectful of the culture, confident in tone, and a little cheeky, summed up in the brand line “Because adulting is hard.”

Identity

• A bold logotype, a bright custom palette and an expressive type system
• Packaging and marketing collateral built around the brand line

Character mood avatars

• Six sheikh characters, each with a mood matched to a flavour: Chill Sheikh (Vanilla Bean Swirl), Spicy Sheikh (Chilli Mango Sorbet), Sunny Sheikh (Strawberry Burst), Zen Sheikh (Coconut Vanilla), Cool Sheikh (Dark Chocolate Espresso) and Groovy Sheikh (Blueberry Bubblegum)

Merch and social

• Hoodies, totes and caps
• Modular graphics for memes, reels and campaign launches

The Results

A brand with a voice and a cast of characters, ready to carry from the freezer to merchandise and social.