France
Paris
Turkcell is a converged telecommunication and technology services provider, serving its customers with voice, data, TV and value-added consumer and enterprise services on mobile and fixed networks. Turkcell’s target has been to become an integrated communication and technology services player in the region, operating a converged mobile and fixed network platform and offering a wide range of innovative products and services.
Being the leading digital operator in Turkey over 1500 stores, Turkcell asked CBA to work on its retail design via putting customer experience at the heart, to maket he Turkcell stores convey it’s being “the” digital innovation leader.
Project aimed to secure a consistency in terms of look and feel among all the brand communication areas, for an improved customer experience. The visual identity system for in-store was developed via merging high end technology with sincere service, enabling a flexible consistency.
Based upon the strategic approach developed by CBA, the brand idea for the project was defined as “Sparkling Network” for Turkcell.
In Sparkling network concept, the integrity among all the stars (points) represent the connection between human and technology, human and data and among the people themselves. And the connecting light, called as the “Guiding Light” represents Turkcell, in line with the brand’s message “Turkcell does not only get you connected, but also helps you to find the right solution via enlightening and guiding your way” This is the reference point of the in-store visual identity system.
In line with the visual identity system, graphical elements such as shapes, colors, typography and tone of voice have been developed , the design principles of in-store and other communication channels have been idenitified and stations within the store are assigned to specific customer needs.
As a result now Turkcell store do have:
LEONA is a contemporary wine brand having gained popularity with Leona Blush amongst young adults.. LEONA ask CBA to strengthen its brand awareness by rejuvenating its visual identity and having a consistent communication platform for branded and unbranded universe.
CBA work on a premiumization project to make Leona take the lead on the market by reinforcing both its market position & its brand image.
A graphic translation of the brand positioning has been proposed to create a unified brand look and visual identity. LEONA visual style has been interpreted to become a powerful brand with a recognizable and appealing visual universe in order to offer a real experience to target audience.
According to the design concept, a graphical composition made of illustrative elements are combined with real photography in the brand universe. The bipolarity of the elements is showing the richness: The richness of the people, the richness of Leona, that talks truly to you inner you.
Let your inner dreams become reality!
LEONA is a contemporary wine brand having gained popularity with Leona Blush amongst young adults. CBA is asked to develop a boosting and engaging packaging design for the innovation from Cumartesi brand, RTD and support with brand universe and applications that will appeal to millennials and make them prefer the product against beer.
CBA leveraged NEON concept to convey the product message “Let’s have fun together”, to make consumers get inspired with Cumartesi innovation and live true unforgettable out-of-the box fun moments.
Since Cumartesi RTD is an expression of the spontaneous and fun side of life, a “shining” design has been worked on in line with the product’s unique value proposition. Cumartesi Ice will be the enlightener of the night with a trendy and attractive bottle with a neon effect color. Different messages, all including “ICE” in a creative way will start the engagement.
D-Marin is part of the Doğuş Group, one of the largest private-sector conglomerates in Turkey operating in different sectors (banking, automotive, construction, tourism, among others) with a portfolio of 250 companies present in 30 countries and 4 continents. D-Marin was created to set a new benchmark in operations in marinas worldwide and is today one of the largest international chain of marinas in the Eastern Mediterranean and the Gulf region that promotes recreational yachting.
Since D-Marin started operations, in 2003, it has been expanding and diversifying through partnerships and acquisitions. The growth in businesses required a new brand positioning and visual image to unify the design system and brand expression.
Having worked together previously – CBA was responsible for the repositioning, redesign and brand architecture of Doğuş present corporate brand – we were now asked to join in a daring project, as grand as everything else about the Turkish conglomerate.
We’ve covered a long way to enhance and reposition the brand. We started our journey internally, interviewing several employees, mainly in Greece, Turkey, Croatia and Dubai. We carried out a competitor analysis to understand what they offer; we studied the nautical category and the target segmentation to identify their habits and needs. To develop a unique value proposition for the brand, based on the results of the research as well as on the Group’s future vision, we applied our brand pulse methodology to define the company’s values and pillars and translate them into brand expression.
To represent D-Marin’s essence, we enhanced its core values, such as expertise and its renown commitment in offering reliable, safe and caring nautical experiences with irrefutably dynamic and quality service. These values are the backbone of what the company calls D-Way, a unique stand-out approach to business.
After defining the values and translating them into a consistent brand platform, we outlined D-Marin’s visual identity.
The D-Way, enhanced by the company’s personality – inspiring an oversea vision, is human oriented and conveys the image of a reliable partner. Elegance, performance, dynamism and a handmade touch set the tone for the creation of the brand expression.
The logo was modernized and the navy blue, a commonplace color in marines, was replaced by a different, warmer shade of blue, representing the human side of the company. The typography followed the same idea, in hand-written style.
Following these principles, we designed a consistent visual identity system for the brand, with instructions on how to apply the guidelines to all communication material, on and off-line, from the graphic materials to the uniforms and website, helping D-Marin to grow globally using the same tone of voice, positioning and image.
Turkey is a black tea market, where Doğadan is one of the 4 major players, whereas in infusion tea category Doğadan is by far the market leader.
Dogadan’s challenges were;
CBA was asked to create an over-arching VIS to protect the whole family image and keep the differences clear between sub categories.
To come up with a visual identity system to be leveraged on packaging design enabling:
CBA’s objective was having a category relevant design in Black tea with transforming Doğadan’s infusion heritage (crafting, expertise and nature’s goodness) to the black tea portfolio and navigating the consumer for the different motivations of each category, in order to avoid the complexity of infusion category.
Immersing ourselves completely in the brand and market, foundational strategy work helped CBA to unlock the brand vision of Doğadan and the emotional connection that Turkish people feel with the brand. Its pioneering roots gave CBA powerful inspiration to bridge the gap between the brand vision and how it expressed itself visually.
CBA’s concept was entitled ‘the beating heart of nature’. Doğadan logo is a living, breathing organism at the heart of the story – it brings you its offerings through its nature credentials. The interplay of our wordmark with the leaves accentuates our know-how and how it feels to drink nature.
The packaging design gives pride of place to the logo. CBA intention was to free Doğadan logo from the pharmaceutical-like capsule to reconnect with nature via the leaves, enabling the logo to embody nature in a fresh, modern and lively way to make people think “When it is about nature, Doğadan delivers the best”
The new logo and visual identity system unify the large portfolio of Doğadan ranges and products on the shelf to steer the consumer in the right direction. The supporting color palette for the range is inspired by nature in soft, modern tones while allowing strong range navigation.
CBA wanted to move to more realistic depictions of nature to reinforce our goodness of nature and differentiate from other tea and infusion brands in Turkey. Specific to the black category CBA wanted to appeal to the senses with heightened taste appeal front and center (cup).
Now, the new Doğadan Look&Feel answers the increasing desire of the consumer to reconnect with nature and our authentic self again for keeping a balance of the body, mind, and soul.
Adel has been found in 1969 by one of the leading conglomerates of Turkey, Anadolu Group.
Adel’s high-quality pencils and stationery products have become well known in Turkey taking an important place in the education of endless generations. Adel, except for paper products, both in terms of output and product range, is the biggest stationery manufacturer of Turkey and nearby countries. Since its foundation, Adel has had cooperations with Faber-Castell and with this partnership, Adel continues its investments which add value to Turkey.
Although being one of the leaders in stationery business with his heritage, expertise and production capacity, Adel’s brand value and perception were not at its deserved level.
So, CBA has been asked to define Adel brand vision and build its brand positioning.
Building an inspiring corporate brand to create a win-win synergy between the corporate brand and its portfolio.
This crucial brand “renaissance” project started with a deep analysis of the brand through interviews held with various stakeholders and wide scope assessment of the competitive landscape. Upon the pain points and challenges identified, CBA defined a new brand positioning and brand essence both for the corporate and product brand of ADEL leveraging its values and unique propositions.
A brand new visual identity has been created to support Adel’s new brand positioning and strategy, where the colors already associated with Adel, yellow and black were leveraged in an innovative way, reflecting the values of Adel. The new visual identity has been designed in a way to organize the newly to be structured Brand Architecture of Adel, covering its very wide product portfolio. Associated colors and elements of both the main visual identity and subcategory identities were successfully extended by CBA to create a brand universe to enhance brand awareness.
Visual identity and brand universe creation steps were followed by the packaging design relaunch initiative, which enabled ADEL brand to rejuvenate on a shelf. Varying from in-store application/material design to consumer experience designs at exhibitions or even further to new product design innovations, CBA leveraged the new identity of ADEL in multiple legs of the holistic communication of the brand.
WPP’s GroupM, and Zer, a Koç Group Company, have formed a partnership to launch new digital media agency Ingage.
Ingage will answer the rapidly growing demand for digital marketing and offer clients agile solutions that bring together GroupM’s global innovative communications services with Zer’s industrial and technological expertise.
The joint venture, fully backed by WPP and Koç Group, will be powered by GroupM’s expertise as the world’s largest media investment group, and build on the award-winning procurement, digital and technology services of Zer, to provide strategy-led digital marketing services in Turkey.
Dynamism is at the core of the creative concept. Combining “idea”, “transformation” and “digital result”, these three major elements were used as the building blocks of the moving visual identity, expressing the brand purpose for “transition” and ‘agility’
Using different bright colors gives energy and underlines the diversity of the agency, whereas the color transitions between the building blocks make the visual identity to look: compelling, active and transformative.
Günaydın is a famous Turkish butcher that has opened restaurants in Turkey and now beyond the borders with a first restaurant opening in Dubai.
Günaydın restaurant has taken an international direction. The brand orange color remains as secondary color, in parallel with black to underline the fine dining restaurant thema. Meat as the speciality of the brand is highlighted with visuals linked with the logo.
Everyday Luxury Chocolate
Background
For 90 years, GODIVA has pioneerd chocolate craftmanship and elevated its craft to a form of art. GODIVA has created the world’s finest and most sensorial Belgian chocolate.
GODIVA is transforming the brand into a everyday luxury chocolate brand with a premium mass extention chocolate range.
True vision
The new Godiva tablet and gifting range reflects Godiva’s expertise in chocolate and is crafted by the world’s best chefs. These creations address to all the senses, for a multi-sensorial journey.
Creative Expression
The visual is eye-catching with a strong yet soft illustration made with chocolate, inspired by the embossing on the chocolate. Gold and neutral color are take the consumer to a luxury and crafted world where chocolate is a form of art. The products are displayed with very indulgent photo-shoot with a bite that discovers the inner part of the chocolate with all these indulgent details.
Nescafé, a leader and pioneering brand for 75 years decided to reclaim its know-how of the coffee experience with a new brand baseline « It all starts with a Nescafé » which highlights the opportunities that can be triggered by or around a cup of Nescafé. Through this repositioning, the brand wishes to consolidate its competitive advantage on the market, as well as to enhance its iconic potentialacross all touchpoints. CBA gave life to this signature by redefining all the identity system of the brand.
The new VIS needs to call on the multiple experiences that Nescafé has to offer, and should unlock its love brand dimension: it’s all about sharing moments, finding inspiration, triggering new opportunities…
This evolution is deeply strategic for Nescafé : it acts as a cultural shift in the brand image management, leaving a product brand approach to adopt a “masterbrand” vision. The new system allows a graphic flexibility within a consistent frame.
This is the very first time Nescafé empowers itself with a coherent identity system,which is immediately recognizable and leans on 3 complementary visual markers, which act as coffee experience revelations.
The final accent of Nescafé takes off as a red sign, and evokes the daily inspiration that is transmitted by Nescafé to its consumers.
The red mug’s graphic and structural design is modernized, and gains importance in Nescafé’s global communication.
CBA also created an impactful blockmark: a hub (a view from the top of the mug) symbolizes an open window onto Nescafé’s universe. The graphic system, supported by graphic guidelines and in-store signage displays is implemented progressively on packaging and each range of Nescafé products all over the world by CBA agencies.
Space design of the cafeteria in Vevey, HQ of Nestlé
After rethinking the global strategy of the brand, CBA imagined a new concept for Nescafé’s points of sale, spearhead of the recruitment of millenials and digital natives around the globe.
