Stratitude is proud to be awarded ‘’Best Package Design’’ for Yotti’s Turkish Delight by DesignRush – a B2B marketplace connecting brands with agencies.
The award is for a box design for Yotti’s Turkish Delight, a brief the agency received when Beyers Chocolates acquired the business and wanted to revive and reposition one of South Africa’s most loved Turkish delight sweets in the market.
“It takes at least five impressions for a consumer to recognise your brand and its products, so your product packaging, logo and overall design really needs to make an impact in an instant,” says Chélin Ramos, art director at Stratitude.
“Packaging of Turkish delight products is usually loud and boisterous, with vibrant colours, harsh patterns and detailed product photography – often taken at a side angle. With Yotti’s, we decided to turn Turkish on its head,” says Ramos.
The rebrand initially focused on portraying Yotti’s Turkish Delight through clean, top-view close-ups of the product. A new colour palette was created by pixel-searching the different Turkish delight pieces, and a series of custom patterns, true to Turkish tradition, was created to speak to each individual flavour. Gold textures were applied to the logo, patterns and typographical elements that added a luxurious touch to the brand.
“A refresh of your packaging – and having a little fun with it – can invite shoppers into buying it and loving it. That’s what our brief for Yotti’s Turkish Delight asked for, and it’s exactly what we delivered on. We took Turkish delight from ‘flavour of the month’ to a long-lasting love affair, and it came in a box of delicate deliciousness,” concludes Ramos.
Click here to see the new packaging