Design: Emre Telli
Location: Germany
Project Type: Concept
Packaging Contents: Coffee, Turkish Coffee, Filter Coffee
Packaging Substrate / Materials: Tins
Printing Process: Embossing

The iconic story of Sir Mehmet Efendi (1857 – 1934), the Turkish coffee roaster, began in Istanbul when he took over the family’s spice-business by a young age in 1871. He founded the famous Turkish coffee company and created the legendary brand in the home of every Turkish family while perfecting a cultural heritage. Since then, Kurukahveci Mehmet Efendi has been the strongest brand associated with Turkish coffee, which stands for the long tradition of coffee making and its distinctive taste.

The brief was to create a brand that was sensitive to the beloved status, but also radical enough to appeal to new consumer groups and rethinking process began in small but quick steps. No radical changes, but a contemporary and evolutionary step that seemed logical and self-evident. The case study sets a new direction for Turkey’s most legendary coffee brand and incorporates a new strategy, brand identity and launch campaign. A new design direction for Turkey’s most legendary coffee brand. The identity also needed to establish a cohesive structure that would allow for differentiation across various products. The case study sets a new direction for Turkey’s most legendary coffee brand and incorporates a new strategy, brand identity and launch campaign.

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