The hallmark of Turkish Coffee
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.
Kurukahveci Mehmet Efendi is a strong turkish brand, that is associated with the Turkish Coffee and vice versa since 1871. The icon stands for genuine taste and is the most preferred brand that reaches the widest audience with 68% according to a survey “Kahve Tüketim Alışkanlıkları Araştırması. MediaCat Magazine, Aug. 2014” conducted by FikriMühim, Turkey’s first and only WOMM agency, about coffee consumption habits in Turkey. Despite a strong brand awareness, Kurukahveci Mehmet Efendi risks to regress in the coffee market as an outdated and still local brand that lacks a contemporary spirit. Therefore I began by updating the iconic logo while maintaining the essential brand values adopting to the contemporary spirit. The modernization depicts an intrinsic duality of their characters and balance associated with coffee industry and leading high quality.
The first approach performed an overall rebranding of the identity and packaging, where the contemporary design spirit is the core for the creative strategy and regards its traditional brand values, reflecting the contemporary zeitgeist within. The new products (filter-coffee, roasted/ground espresso and cocoa) were carefully re-integrated in the unified design to strengthen the units and remain decent but available for separate sale. This allows a focused and confident brand communication. The new packaging for Kurukahveci Mehmet Efendi’s Turkish Coffee consolidates its range, improves dispatch, facilitates continued growth and unifies both their commercial and wholesale ranges under one practical system.
Kurukahveci Mehmet Efendi’s Black Gold
Once the modern brand identity is defined in all in its parts, the creative strategy expands and reaches out for the trending market: the instant coffee. The consideration for this purpose is a product portfolio expansion, where Kurukahveci Mehmet Efendi becomes the new umbrella brand and enters the instant coffee market. The key moment for this situation can be reached with a new product, the strong bound between traditional brand expertise and modern appearance that results as an appealing fast consumable coffee product. With the launch of a new premium instant turkish coffee, Kurukahveci Mehmet Efendi’s “Black Gold” will recover the leeway – a modern brand characterized by tradition with a strong brand history. The brand new premium instant coffee will become independently established from other products. This case constitutes an opportunity for the umbrella brand Kurukahveci Mehmet Efendi to mantain and ensure its existence in the long run as the well-known Turkish coffe brand and expand in the fast growing market.
And everytime I walk by the nostalgic coffee scented street in Istanbul...
… I always wander in memories, particularly in my earliest childhood when I sensed the aromatic fragrance for the first time. Amazing! The coffee experience at ‚Tahmis Sokak‘ is inexpressible. Likewise, during every trip to Istanbul, I went to the famous coffee store again in June 2015 when I originally headed for the +1t Design Days Conference. I passed by the streets to the Spice Bazaar and finally reached Kurukahveci Mehmet Efendi. But this time it was a historical moment for me, because I had the great opportunity to share time with grandson Mehmet Kurukahveci, personally present him my design project and listen to an untold story about the Turkish Coffee and the family’s legacy! We got into friendly conversation* and it was great receiving his congratulations and positive feedback on the work. Furthermore I received film copies of the nostalgic corner store to display on my website.