Sariah is the founder of Brainfreeze, a soft serve ice cream shop with multiple locations in Jeddah. He has a wide range of management and entrepreneurial experience as a consultant for Elixir/McKinsey and in a FMCG brand manager for P&G. Sariah was a recent success story on Shark Tank. In addition to Brainfreeze, he is an MBA student at MBSC in King Abdullah Economic City, north of KAUST.

Brainfreeze started as a shining light bulb in the heads of its founders, who loved soft ice cream, saw its potential, and aimed at redefining its conception in Saudi Arabia. It is not easy to change the concept of soft service ice cream. The process of redefining what is conventionally known as a cheap product (quality and price) is long and complicated. 

The tone of voice of the brand is down to earth, young, modern, friendly, trendy, casual and simple. It speaks to the market with its own language. It represents the Jeddawi culture through a contemporary visual language. Messages are conveyed through symbols and icons to speak to the audience's logic not only emotions; the perfect combination to make a lasting impression.

Brainfreeze is a soft ice cream brand that is from the people and for the people. Come meet Sariah and learn how they did it.