Telling the story of modern Turkish coffee
In a saturated speciality coffee scene, Özerlat offers consumers a new experience – a way of rediscovering the oldest tradition of coffee drinking with the ability to recreate the experience at home. Their two blends represent the traditional as well as a modern twist on Turkish coffee. Heritage is a traditional blend with classic aromas and flavours, while Mozaik, created especially for the UK consumer, offers a contemporary approach inspired by a modern black coffee taste.
A family company with a heritage dating back to 1917, our challenge was to create a contemporary brand to launch into the mainstream UK market, coinciding with the creation of their new, modern blend.
We reviewed the brand identity, simplifying the logo and building a brand platform around it to appeal to a discerning coffee drinking market. We also put together a team to include a PR consultant and specialist food & drink copywriter, delivering an integrated marketing solution.
Inspired by the tulip, an iconic Turkish symbol, we created a clean and versatile graphic to feature on the brand's packaging and collateral. The colour palette is rich and dark, yet capable of being energetic and vibrant – touching on the characteristics of Turkish coffee as well as the Cypriot heritage of the brand in a subtle way. Reflecting the characteristics of the products, the brand tone is contemporary with a nod to the company's history.
The launch packaging, website and printed collateral all draw from the brand platform, creating a cohesive brand experience and encouraging immersion in the Özerlat story. A metallic copper ink is used in print, reflecting the handmade copper pots (cezves) used to make Turkish coffee. This really comes through on the brochure, delivering depth and richness to the finish and ties in beautifully to the photography. A satin paper allows the vivid colours and range of tones in the photography to come alive.
Overall, the brand platform has been designed and implemented to capture the consumer's imagination at every touchpoint.
Final packaging, including printed copper tins and boxed Turkish delight, is in development. Stay tuned for further updates later this year!