Turkey   |  2022

MUSE Design Awards Silver Winner

İçli Tavuk

Entrant Company

Tasarist

Category

Packaging Design

Client's Name

Lezita

Sub-Category

Prepared Food

We started by creating a catchy and fun brand name for Lezita's new products. In addition, we needed a concept that would attract attention in the stores and keep up with new consumer behaviors. The package connects different platforms since it is upgraded to a digital tool that makes the target group share messages through social media. It is more than a product on the shelf for the target audience and keeps up with their habits with an interactive solution. The QR code on the pack led to an AR filter on Instagram. Consumers who scan the QR code turn into one of the characters on the packaging through the AR filter and share these contents on Instagram. This idea combines consumers’ experience in point of sale and the digital environment. Utilizing this filter, users could create content for social media. The product’s prominence and the users’ enjoyment were significant while making the filters. In addition, vibrant colors and fun characters in the design helped to differentiate on the shelves. These features made it possible to connect with the target group through a packaging design. We made the packaging more visible by using bright and clear background colors to differentiate. The Instagram AR filter was used more than 50K times and shared 32K times by the consumers within one month after the product launched. The packaging made people act and have fun on social media.

Credits

Creative Director
Musa Çelik
Jr. Art Director
Efe Esa
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