Potamya Hoʻolālā Pūolo by Ebru Sile Goksel and Ipek Eris Ugurlu

Potamya Hoʻolālā Pūolo by Ebru Sile Goksel and Ipek Eris Ugurlu is a highly esteemed winner of the very prestigious 2025 A' Design Award Keleawe in Hoʻolālā Huahana Mau Loa, Papahana a me Hoʻolālā ʻŌmaʻomaʻo Competition Category.

KeleaweHuahana Mau Loa· 2025

Potamya Hoʻolālā Pūolo

by Ebru Sile Goksel and Ipek Eris Ugurlu

Client: Studio Born

A' Design Award Keleawe Winner in Huahana Mau Loa Category

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Verified Award Winner

Verify Award Status for #168467

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Potamya Hoʻolālā Pūolo

Ma ke kumu o ka moʻomeheu kahiko o Mesopotamia, kahi hānau o ka mahiʻai ʻana, pilina hohonu ko Potamya i ka moʻokūʻauhau me ka mālama hou i ka honua. He mea kanu maoli organic ia, e hāʻawi ana i nā pasta mīkini 100% gluten-free, vegan me ka hoʻomohala paʻa mau a maʻalahi no ka mea hoʻohana. ʻO ka ʻōnaehana hou o ka peel-off measuring system e hōʻemi ana i ka ʻōpala ma ka hoʻololi ʻana i ka pani luna i kiʻaha ana hiki ke hoʻohana hou ʻia. Hoʻohui pololei ʻo Potamya i ka waiwai kuʻuna me ka hana hou, e hōʻoia ana i ka pūolo kūpono, hiki ke hoʻohana hou ʻia, a e hōʻemi ana i ka ʻōpala.

The Recognition

About the A' Design Award Keleawe

Ua lanakila ka hoʻolālā Potamya Hoʻolālā Pūolo i ka A' Design Award Keleawe, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kūʻokoʻa i ʻike ʻia ma o ka hana noʻeau, ka akamai a me ka makakoho. He mau hana mākaukau a hana noʻeau kupaianaha nā lanakila Keleawe e hōʻoia ana i ka ʻike nui, ka noʻonoʻo a me ka maʻalea o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā Potamya Hoʻolālā Pūolo he mea i mahalo nui ʻia, hoʻohiwahiwa ʻia a aloha ʻia, he ʻoihana a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Keleawe e hoʻohui ana i nā hana maikaʻi loa o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana, a maikaʻi no kona nānā ʻana i nā kikoʻī. Hoʻokō maikaʻi ka hoʻolālā Potamya Hoʻolālā Pūolo i nā pono, hoʻopā i ka makemake, hoʻohiwahiwa i nā manaʻo a huki i ka makemake e ʻike.

Behind the Design

Press Kit

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

Unique Properties: Rooted in ancient Mesopotamian culture—the birthplace of agriculture—Potamya deeply connects to history while embracing modern sustainability.As a natural, organic brand, it offers 100% gluten-free, vegan legume pastas with sustainable, user-friendly innovation.A new peel-off measuring system reduces waste by transforming the top lid into a built-in, reusable measuring cup.Potamya seamlessly merges heritage with a contemporary approach, ensuring practical, reusable, and waste-reducing packaging.
Dimensions & Packaging: The Potamya legume pasta packaging series is produced in various sizes and weights depending on the pasta type. The colors are chosen to match the hue of the legumes, aligning with the pasta visible through the window area. The measuring cup is designed based on a single portion (80g).
Tags: Sustainability, packaging, illustration, design, food, potamya, pasta, food, sustainable design, graphic design
Production Technology: The packaging is crafted using eco-friendly, recyclable materials, ensuring minimal environmental impact. The peel-off measuring system was developed after extensive prototyping, collaborating with multiple manufacturers to perfect its seamless usability. The structure is designed for efficiency in production while maintaining durability, ensuring that the innovative measuring feature remains functional throughout the product's lifespan.
Design Challenge: The challenge was shifting consumer habits from traditional pasta to nutrient-rich legume pasta while encouraging sustainable practices. The design not only emphasizes the health benefits of legume-based alternatives but also incorporates a built-in portion control system for effortless, precise serving. By seamlessly integrating this feature into the packaging, the project promotes sustainability and enhances convenience in everyday cooking. Overcoming manufacturing limitations and aligning sustainability with innovation pushed the boundaries of conventional packaging design.
Research: To restore the disrupted natural balance, one of the most critical factors in ensuring sustainability is clean farming—yet it is practiced on only 1% of the world's agricultural lands. Organic farming leads to an increase in both the quantity and quality of produce. Globally, one out of every three plates of food goes to waste, three children die of hunger every minute, and 60% of food waste could be recovered. To consume nature’s gifts without waste, we have developed a portioned cap system. Contribute to sustainable living by consuming responsibly.
Inspiration: Potamya’s design is deeply rooted in ancient Mesopotamian culture, the birthplace of agriculture. The visual language reflects the artifacts, tools, and symbols from this era, reimagined through a modern, minimalistic approach. The logo, set in a deep navy, draws inspiration from geometric forms found in ancient Mesopotamian tools and inscriptions, creating a timeless yet contemporary feel. The illustration concept is a direct nod to the origins of agriculture, featuring stylized representation.
Project Duration: The creation of the brand identity, including the logo, typography, color palette, graphic style, and illustrations, and their integration into the packaging design, took 1.5 months. An additional 1.5 months was dedicated to preparing the packaging for printing and producing samples, bringing the total project timeline to 3 months.
Operation Flow: We designed the packaging to challenge traditional pasta-buying habits by making the benefits of legume pasta instantly clear. A transparent window showcases the organic pasta, while bold labeling highlights its rich nutrition, building awareness and trust. The back of the box features a warm illustration of the cooking process and key product details, reinforcing its uniqueness. As an emerging category, legume pasta needed an equally innovative approach, leading to a sustainable, thoughtfully designed package aligned with the brand’s philosophy. To change the perception that legume pasta may lack flavor, we included a collection of delicious, inspiring recipes. Potamya quickly gained attention, appealing to health-conscious and eco-friendly consumers.
Team Members: Creative Directors & Designers: Ebru Sile Goksel, Ipek Eris Ugurlu
Graphic Designer: Cansu Taskin
Image Credits: Creative Directors & Designers: Ebru Sile Goksel, Ipek Eris Ugurlu
Graphic Designer & Illustator: Cansu Taskin