The Concept
The idea was simple yet powerful: the cup may be new, but the story it holds remains timeless.
We leaned into the cup as a symbol a carrier not just of coffee, but of conversations, moments, traditions, and identity.
The storyline centered around different characters, each from a unique background and age group, all brought together by their shared love for Al-Ameed Coffee.
Through the new cup, they were reconnected to the brand they’ve always known but now rediscovered in a fresh, modern way.
The narrative unfolded through scenes that are familiar rituals with new aesthetics, showing that while design evolves, the essence of Al-Ameed authentic Jordanian coffee, remains the same. This allowed the cup to become more than packaging; it became a storytelling device.
Overview
For the launch of Al-Ameed Coffee’s new cups, we led a comprehensive creative and production journey that went far beyond product promotion. Our goal wasn’t just to unveil a new design, it was to translate the brand’s legacy into a modern visual and emotional language that resonates with both loyal customers and new generations.
From concept to execution, we approached the project as a celebration of Al-Ameed’s identity as a cornerstone of Jordanian coffee culture.
By blending cultural cues with modern aesthetics, we created a campaign that was visually refined yet emotionally grounded, designed to spark recognition and pride in the hearts of coffee lovers. The new cups became more than just vessels; they were positioned as icons of heritage in motion, symbolizing how tradition can be carried forward without losing its soul.
How We Helped
Model Casting: We carefully selected a cast that reflects Jordan’s diverse and multi generational coffee lovers, staying true to Al-Ameed’s wide appeal.
Storyline Development: We designed a narrative arc that linked nostalgia with novelty bridging the brand’s deep rooted legacy with contemporary coffee culture.
Dialogue Writing: Every word was crafted to feel authentic, warm, and distinctly Jordanian, reinforcing emotional connection and relatability.
Content Creation: We developed a content system that included hero video, teasers, behind-the-scenes snippets, and still visuals each reinforcing the central theme.
Shooting & Direction: We directed and produced a visually rich campaign video, balancing heritage cues with a clean, modern visual tone that highlights the cup’s redesign.
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