Designer: Emre Telli
Project Type: Student Project
Location: Milano, Italy
Packaging Contents: Turkish Coffee Packaging, Filter-Coffee Packaging, Premium Label Instant Turkish Coffee
School: Nuova Accademia di Belle Arti Milano
Course: Graphic Design & Art Direction – Final BA of Arts Design & Art Direction Thesis

Mehmet Efendi (1857-1934) built up the famous coffee company in Istanbul, perfected the cultural heritage to its high point and created the legendary brand in every Turkish family’s home. He was the first coffee roaster who introduced freshly ground Turkish coffee, during the time when coffee was sold as raw beans which needed to be roasted at home in pans and ground by hand. Today, Kurukahveci Mehmet Efendi is the country’s largest Turkish coffee brand.

The fame and expansion of Turkish Coffee was acquainted with the establishment of coffeehouses in 1554 when the first opened in Istanbul “Taht-ul-kale” (inside the castle), hereafter most coffee vendors set up their shops at “Tahmis Sokak”, the street of roasted and ground coffee. The Coffee in the Turkish culture has a unique value and stands for an iconic, ritualistic and bounding beverage that provides its social characteristics, particularly during engagement ceremonies and festive religious holidays. This key idea inspired me to step into the shoes of the Turkish Coffee brand Kurukahveci Mehmet Efendi. As a German-born creative with Turkish origins who lived in Italy, I had the chance to truly live and experience different coffee cultures and Turkish Coffee had captivated my interest from the first point. Certainly my bi-cultural background additionally with the insights in Italy, helped me to position myself better into a coffee-culture and thus progress flexibly to capture the coffee experience in Turkey. This is my Final Design Thesis project entitled “The conceptual rebranding and repositioning of the traditional Turkish Coffee brand Kurukahveci Mehmet Efendi” I developed for the Three-year BA Degree Program. The work traces the culture of Turkish Coffee and establishes a new brand identity, to realize its potential and become a global player. The brand presence is refocused and transformed in detail to differentiate itself from the competitors.

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