CAPSTONE 2024

CAPSTONE 2024

PROJECT


CAPSTONE


TYPE


BRAND IDENTITY

PACKAGING DESIGN

PHOTOGRAPHY


AUDIENCE


SWEET TOOTH LOVERS

MIDDLE EASTERN AUDIENCE

INDIVIDUALS WHO ARE PASSIONATE FOR AUTHENTICITY AND QUALITY


THE SCOPE

87 Layers, a Turkish sweets business, plans to rebrand to emphasise hospitality, tradition, and family ties. The new branding, packaging, and marketing will support expansion and strengthen family bonds. The design draws on family, connection, and Turkish tradition. I aimed to make an identity that stands out from other baklava brands by highlighting the deeper story behind the product, inspired by Turkish kilim motifs. I created five unique patterns based on my family members' initials, representing our bonds and Turkish cultural storytelling.




THE SCOPE

87 Layers, a Turkish sweets business, plans to rebrand to emphasise hospitality, tradition, and family ties. The new branding, packaging, and marketing will support expansion and strengthen family bonds. The design draws on family, connection, and Turkish tradition. I aimed to make an identity that stands out from other baklava brands by highlighting the deeper story behind the product, inspired by Turkish kilim motifs. I created five unique patterns based on my family members' initials, representing our bonds and Turkish cultural storytelling.


THE SCOPE

87 Layers, a Turkish sweets business, plans to rebrand to emphasise hospitality, tradition, and family ties. The new branding, packaging, and marketing will support expansion and strengthen family bonds. The design draws on family, connection, and Turkish tradition. I aimed to make an identity that stands out from other baklava brands by highlighting the deeper story behind the product, inspired by Turkish kilim motifs. I created five unique patterns based on my family members' initials, representing our bonds and Turkish cultural storytelling.


THE PROCESS

The logo merges the number 87 and ‘layers’ to symbolise baklava's layers, with curvy text inspired by its syrupy texture. The colour palette combines modernity and Turkish tradition: blue for trust, and orange and cream for the golden syrup and delicate layers.

Each member who can perfect the baklava recipe have been designed a personalised Turkish motif pattern from their initials.

For the packaging, I focused on creating a sense of excitement and anticipation, similar to the feeling of opening an Apple product. The simple, clean design, paired with the intricate patterns, invites customers to connect with the brand’s tradition of family and hospitality, creating a memorable and warm experience from the moment they open the box.

Food photography for the packaging design for 87 layers.


Food photography for the packaging design for 87 layers.


Food photography for the packaging design for 87 layers.


THE DESIGN LANGUAGE

The use of photographs adds a sense of nostalgia to the design, providing customers with a visual connection to the people who put care and effort into each purchase.

Each pattern, designed from the initials, is unique, drawing inspiration from Turkish Kilim motifs to create an original design.

The colours in this brand identity offer a modern twist on a cultural tradition, reflecting values of trust, family, care, and craftsmanship in the making of baklava.


THE DESIGN LANGUAGE

The use of photographs adds a sense of nostalgia to the design, providing customers with a visual connection to the people who put care and effort into each purchase.

Each pattern, designed from the initials, is unique, drawing inspiration from Turkish Kilim motifs to create an original design.

The colours in this brand identity offer a modern twist on a cultural tradition, reflecting values of trust, family, care, and craftsmanship in the making of baklava.


NEXT PROJECT

TUBA KARADEMIR 2025