Haci Bekir Halva El Embalaje by Polin Kuyumciyan

Haci Bekir Halva El Embalaje by Polin Kuyumciyan is a highly esteemed winner of the very prestigious 2021 A' Design Award de Hierro in Diseño de Envases Competition Category.

HierroEnvases· 2021

Haci Bekir Halva El Embalaje

by Polin Kuyumciyan

Client: Haci Bekir

A' Design Award de Hierro Winner in Envases Category

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Verified Award Winner

Verify Award Status for #109346

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Colors

The Design

About Haci Bekir Halva El Embalaje

Haci Bekir es una de las marcas más antiguas del mundo y tiene un legado inmenso. Aunque el nombre de la marca se asocia automáticamente con la calidad y la satisfacción del producto, es difícil que una marca tan antigua atraiga a la nueva generación. Con la creciente popularidad de la halva en la tendencia de la comida turca, la marca quería beneficiarse de ella y actualizar su empaque de halva. Los patrones y colores simples pero llamativos de los nuevos diseños permiten a Haci Bekir expandir su alcance y reconocimiento de marca. Los patrones y colores del diseño están inspirados en los tres ingredientes y texturas del halva.

The Recognition

About the A' Design Award de Hierro

Haci Bekir Halva El Embalaje ha ganado el A' Design Award de Hierro, un reconocimiento prestigioso concedido a buenos diseños que cumplen los requisitos profesionales e industriales que se esperan de creaciones bien diseñadas. Los ganadores de Hierro demuestran gran habilidad, alta especialización, comprensión experta y capacidad creativa de sus creadores. Se espera que Haci Bekir Halva El Embalaje sea una creación muy apreciada, admirada y querida, práctica e innovadora. Este diseño ganador del A' Design Award de Hierro integra las mejores prácticas del sector y tiene características técnicas competentes unidas a conocimiento práctico y talento. Haci Bekir Halva El Embalaje es respetado por su minuciosidad y está concebido para aportar mejoras en la calidad de vida que ayudan a hacer del mundo un lugar mejor.

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.