Potamya Hoahoa Takai by Ebru Sile Goksel and Ipek Eris Ugurlu is a highly esteemed winner of the very prestigious 2025 A' Design Award Parahi in Hoahoa Hua Toitū, Kaupapa me te Hoahoa Kākāriki Competition Category.
ParahiHua Toitū· 2025
Potamya Hoahoa Takai
by Ebru Sile Goksel and Ipek Eris Ugurlu
Client: Studio Born
A' Design Award Parahi Winner in Hua Toitū Category
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- Verified Award Winner
- Verify Award Status for #168467
The Design
About Potamya Hoahoa Takai
Kei te pakiaka mai i roto i te ahurea tawhito o Mesopotamia, te wāhi whanautanga o te ahuwhenua, ka hono hohonu a Potamya ki te hītori me te awhi i te toitūtanga ōnaianei. Hei tohu taiao, koiora, ka whakarato ia i ngā panikeke kiriāhua 100% kore-huitene, kiriāhua me te auaha toitū, ngāwari ki te whakamahi. Ko te pūnaha ine tango hou ka whakaheke i te para mā te whakawhiti i te tapanga runga hei kapu ine tūturu, ka taea te whakamahi anō. Ka hono tōtika a Potamya i te taonga tuku iho me te āhua ōnaianei, e whakaū ana i te takai whaihua, ka taea te whakamahi anō, ā, ka whakaheke i te para.
The Recognition
About the A' Design Award Parahi
Ko Potamya Hoahoa Takai te toa o te A' Design Award Parahi, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke e tohua ana mā te auaha, te mahi mōhio me te whakaaro hōhonu. Ko ngā toa Parahi he mahi pukenga e rite ana, he auaha mīharo, e whakatūturu ana i te wheako nui, te whakaaro me te mōhio-ā-ringa o ā rātou kaihoahoa. E tūmanakohia ana ko Potamya Hoahoa Takai he taonga whakanuia, whakamīharotia, aroha nui, he ngaio, he auaha hoki. Ko tēnei hoahoa i toa i te Parahi e whakauru ana i ngā tikanga pai rawa i te toi, te pūtaiao, te hoahoa me te hangarau, ā, he tino mīharo ki ngā taipitopito. Ka whakatutuki a Potamya Hoahoa Takai i ngā hiahia, ka pā ki ngā hiahia, ka whakaoho i ngā kare-ā-roto, ā, ka kume i te pākiki.
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
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