Melting Point
A dessert brand built on one idea:
some moments deserve to be savoured.
Melting Point is a dessert and speciality food concept where the experience depends on how the product is presented. The creative task was to build a social content world that let people feel the experience before they walked in.
The approach was sensory: rich visuals, slow motion, close-up textures and a tone that presented Melting Point as a place for moments worth remembering.
ContextHistorical portfolio work from Tarek Jouda’s career. Shown as experience, not as a Donalep client engagement.
Brand film
Social media content
Brand and campaign photography
Content that makes people feel before they visit.
The strategy was built around the psychology of indulgence. People do not plan dessert visits the way they plan dinner. Desire triggers them, often from something they see.
Every piece of content was made to trigger that feeling: the slow drip of chocolate, the pull of melted cheese, steam rising from a fresh waffle. These were invitations, not product shots.
Creative approach.
- Sensory-first content: texture, heat, movement
- Slow motion and macro product filming
- Consistent brand tone across social channels
- Instagram and Facebook calendar and production
- Brand film production
- Community building and engagement
- Seasonal and limited-edition campaign ideas