Haci Bekir Halva Опаковката by Polin Kuyumciyan

Haci Bekir Halva Опаковката by Polin Kuyumciyan is a highly esteemed winner of the very prestigious 2021 Желязна награда A' Design Award in Дизайн на опаковки Competition Category.

ЖелязоОпаковки· 2021

Haci Bekir Halva Опаковката

by Polin Kuyumciyan

Client: Haci Bekir

Желязна награда A' Design Award Winner in Опаковки Category

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Colors

The Design

About Haci Bekir Halva Опаковката

Haci Bekir е една от най-старите марки в света и има огромно наследство. Въпреки че името на марката автоматично се асоциира с качество и удовлетворение от продукта, трудно е такава стара марка да се хареса на новото поколение. С нарастващата популярност на халвата в турската хранителна тенденция, марката искаше да се възползва от нея и да актуализира своите опаковки за халва. Семплите, но привличащи окото шарки и цветове на новите дизайни позволяват на Haci Bekir да разшири своя обхват и разпознаваемост на марката. Дизайнът и цветовете са вдъхновени от трите съставки и текстури на халвата.

The Recognition

About the Желязна награда A' Design Award

Haci Bekir Halva Опаковката е носител на Желязната награда A' Design Award — престижно признание, присъждано на добри дизайни, които отговарят на професионалните и индустриалните изисквания, очаквани от добре проектирани творения. Желязните победители демонстрират голямо умение, висока специализация, експертно разбиране и творчески капацитет на своите създатели. Очаква се Haci Bekir Halva Опаковката да бъде високо ценено, възхищавано и обичано творение, което е практично и иновативно. Този дизайн, спечелил Желязната награда A' Design Award, интегрира най-добрите отраслови практики и притежава компетентни технически характеристики, свързани с ноу-хау и талант. Haci Bekir Halva Опаковката се радва на уважение заради щателността си и предлага подобрения в качеството на живот, които помагат светът да стане по-добро място.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Haci Bekir decided to update their products' packaging and prints in order to catch up with 21st century trends and appeal to a younger customer group as well.
Halva is a very traditional dessert but is now becoming very hip again. So Haci Bekir wanted to utilize halva's popularity and be able to address to the new generation. The new packaging design uses the hip stripe patterns and pop colors in order to modernize the traditional taste of halva.
Dimensions & Packaging: This project consists of three halva boxes and they all have same size sleeves: 141 x 302 mm.
Tags: packaging, box, design, patterns, food
Production Technology: The product itself comes within a plastic container. But the container itself looked insufficient for the presentation so we decided to cover the box with a carton sleeve. The production was easy and the box was covered and became more presentable.
Design Challenge: The challenging part of this design was to appeal to the younger generation while maintaining the legacy of Haci Bekir. The halva box designs are very hip but also simple because the brand name and logo also had to stand out. Also, halva does not have a specific shape, so it was harder to find a key visual to build upon. But the ingredients of each flavour gave it an organic pattern which ended up on the end design.
Research: The research was mostly based on different representations of each flavour of the three boxes. The flavours had to be represented in a series and the research process was all about sketches of patterns and ideas.
Inspiration: The simple geometric patterns were inspired from the main ingredients and the texture of each halva kind. Plain halva has straight lines to indicate its smooth texture, halva with cocoa has a wavy texture, thus the wavy pattern and halva with pistachio has a crunchy looking texture and the zigzag lines are chosen to hint the crunchiness. Bold and flashy colors were picked in order to give the brand and the product a fresh and young look.
Project Duration: The project started in December 2019 and finished in February 2020, in Istanbul.
Operation Flow: The bicentennial brand is already very well known but its age makes it harder to connect to the new generation. The updated packaging design for halva boxes enables the brand to appeal to a younger audience because it presents trendy patterns and flashy colors.
Image Credits: Image #1: Photographer Daçya Lisan, 2020.
Image #2: Photographer Daçya Lisan, 2020.
Image #3: Photographer Daçya Lisan, 2020.
Image #4: Photographer Daçya Lisan, 2020.
Image #5: Photographer Daçya Lisan, 2020.