Haci Bekir Halva Qadoqlash by Polin Kuyumciyan

Haci Bekir Halva Qadoqlash by Polin Kuyumciyan is a highly esteemed winner of the very prestigious 2021 A' Design Award Temir Mukofoti in Qadoqlash Dizayni Competition Category.

TemirQadoqlash· 2021

Haci Bekir Halva Qadoqlash

by Polin Kuyumciyan

Client: Haci Bekir

A' Design Award Temir Mukofoti Winner in Qadoqlash Category

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Verified Award Winner

Verify Award Status for #109346

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Colors

The Design

About Haci Bekir Halva Qadoqlash

Haci Bekir dunyodagi eng qadimgi brendlardan biri bo'lib, ulkan merosga ega. Tovar nomi avtomatik ravishda sifat va mahsulotdan qoniqish bilan bog'langan bo'lsa-da, bunday eski brendni yangi avlodga jalb qilish qiyin. Turk oziq-ovqat tendentsiyasida halvaning mashhurligi oshishi bilan brend undan foyda olishni va halva qadoqlarini yangilashni xohladi. Yangi dizaynlarning sodda, ammo diqqatni tortadigan naqshlari va ranglari Hoji Bekirga o'z qamrovini kengaytirish va brendni tan olish imkonini beradi. Dizayn naqshlari va ranglari uchta holva ingredientlari va teksturalaridan ilhomlangan.

The Recognition

About the A' Design Award Temir Mukofoti

Haci Bekir Halva Qadoqlash A' Design Award Temir Mukofotining g‘olibi bo‘lib, bu yaxshi loyihalangan ijodlardan kutiladigan kasbiy va sanoat talablariga javob beradigan yaxshi dizaynlarga beriladigan nufuzli e’tirofdir. Temir g‘oliblari o‘z yaratuvchilarining katta mahorati, yuksak ixtisosligi, mutaxassis tushunchasi va ijodiy salohiyatini namoyon etadi. Haci Bekir Halva Qadoqlash yuqori qadrlanadigan, hayrat bilan qaraladigan va suyukli, amaliy hamda innovatsion ijod bo‘lishi kutiladi. A' Design Award Temir Mukofotini qo‘lga kiritgan ushbu dizayn soha eng yaxshi amaliyotlarini uyg‘unlashtiradi va bilim hamda iste’dod bilan bog‘langan layoqatli texnik xususiyatlarga ega. Haci Bekir Halva Qadoqlash puxtaligi uchun hurmatga sazovor bo‘lib, dunyoni yaxshiroq joyga aylantirishga yordam beradigan hayot sifatini yaxshilashni taqdim etish uchun loyihalangan.

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.