Haci Bekir Halva Төрү by Polin Kuyumciyan

Haci Bekir Halva Төрү by Polin Kuyumciyan is a highly esteemed winner of the very prestigious 2021 A' Design Award Тимер бүләге in Упаковка Дизайны Competition Category.

ТимерУпаковка· 2021

Haci Bekir Halva Төрү

by Polin Kuyumciyan

Client: Haci Bekir

A' Design Award Тимер бүләге Winner in Упаковка Category

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Colors

The Design

About Haci Bekir Halva Төрү

Хаҗи Бекир - дөньяның иң борынгы брендларының берсе, һәм аның мирасы зур. Бренд исеме автоматик рәвештә сыйфат һәм продукт канәгатьлеге белән бәйләнештә булса да, мондый иске брендка яңа буынга мөрәҗәгать итү авыр. Төркиянең азык тенденциясендә халваның популярлыгы арту белән, бренд аннан файдаланырга һәм halva пакетын яңартырга теләде. Гади, ләкин күзләрне җәлеп итә торган яңа дизайннарның төсләре Хачи Бекирга аларның брендын тануны киңәйтергә мөмкинлек бирә. Дизайн үрнәкләре һәм төсләр икесе дә өч хальва ингредиенты һәм текстурасы белән рухландырылган.

The Recognition

About the A' Design Award Тимер бүләге

Haci Bekir Halva Төрү – A' Design Award Тимер бүләге җиңүчесе, бу яхшы эшләнгән иҗат җимешләреннән көтелгән профессиональ һәм сәнәгать таләпләренә җавап бирә торган яхшы дизайннарга бирелә торган абруйлы танып белү. Тимер җиңүчеләре үз авторларының зур осталыгын, югары махсуслашуын, белгечләрчә аңлавын һәм иҗади сәләтен күрсәтә. Haci Bekir Halva Төрү югары бәяләнгән, соклана торган һәм яратыла торган, практик һәм яңа иҗат җимеше булыр дип көтелә. A' Design Award Тимер бүләге җиңүче бу дизайн тармакның иң яхшы практикасын берләштерә һәм белем һәм талант белән бәйләнгән компетентлы техник үзлекләргә ия. Haci Bekir Halva Төрү җентеклелеге өчен хөрмәтләнә һәм дөньяны яхшырак урынга әйләндерергә булышучы тормыш сыйфатын яхшырту өчен эшләнгән.

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.