Haci Bekir Halva 포장 by Polin Kuyumciyan is a highly esteemed winner of the very prestigious 2021 A' Design Award 철상 in 패키징 디자인 Competition Category.

철패키징· 2021

Haci Bekir Halva 포장

by Polin Kuyumciyan

Client: Haci Bekir

A' Design Award 철상 Winner in 패키징 Category

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Verified Award Winner

Verify Award Status for #109346

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

Colors

The Design

About Haci Bekir Halva 포장

Haci Bekir는 세계에서 가장 오래된 브랜드 중 하나이며 엄청난 유산을 가지고 있습니다. 브랜드 이름은 자동으로 품질 및 제품 만족도와 연관되지만 이러한 오래된 브랜드가 새로운 세대에게 어필하기는 어렵습니다. 터키 음식 트렌드에서 할바의 인기가 높아짐에 따라 이 브랜드는 할바 포장을 업데이트하고 이를 통해 이익을 얻고자 했습니다. 단순하지만 눈길을 끄는 새로운 디자인의 패턴과 색상을 통해 Haci Bekir는 도달 범위와 브랜드 인지도를 확장할 수 있습니다. 디자인 패턴과 색상은 모두 세 가지 할바 성분과 질감에서 영감을 받았습니다.

The Recognition

About the A' Design Award 철상

Haci Bekir Halva 포장, 이 작품은 A' Design Award 철상 수상작으로, 잘 디자인된 창작물에 기대되는 전문적·산업적 요건을 충족하는 좋은 디자인에 수여되는 권위 있는 인정입니다. 철상 수상작은 창작자의 뛰어난 기술, 높은 전문성, 전문가다운 이해, 창의적 역량을 보여 줍니다. Haci Bekir Halva 포장, 이 작품은 높이 평가받고 감탄과 사랑을 받는 창작물로서 실용적이고 혁신적일 것으로 기대됩니다. 이 철상 수상 디자인은 업계 모범 사례를 통합하며 노하우와 재능으로 연결된 유능한 기술적 특성을 갖추고 있습니다. Haci Bekir Halva 포장, 이 작품은 철저함으로 존중받으며 삶의 질을 개선하여 세상을 더 나은 곳으로 만들도록 디자인되었습니다.

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.