BAÜR Fig Jam
Touch Points
Branding + logotype + Package Design + Illustration + Social Campaign
This project was created during my junior year of college. The assignment was to create branding for a product of my choosing. I chose to design an expensive fig jam brand that was produced in Turkey.
I wanted to focus on making my tone truthful, authentic, and bold. More than creating a product, my goal was to create and connect an authentic brand to a mature audience. I was inspired by the Turkish saying, Either appear as you are, or be as you appear, which I adapted to the company BAÜR. The name stands for Be As U R, and is reflective of the authentic nature of being truthful to yourself.
The deliverables I created were the branding, three different fig jam flavors, an event, and a social media advertisement.
Research
A lot of my research focused on examining Turkish Culture such as glass wear, ceramics, textiles, and tile design. I did a lot of research as well into Turkish food and how it was prepared and eaten, to honor that culture.
My other research included examining a broader range of information, running SWOT analysis on competitors in the market. I also examined how I could differentiate my designs visually from other popular, establish fig jams.
Branding
For the branding, I was inspired by Turkish design and used a lot of deep purples, reds, and yellows to create the atmosphere. The brand's wordmark overlapped to reflect the brand's beliefs of being transparent and authentic.
For this project, I researched a lot of Middle Eastern and Asian art. The typography I used was a thick serif font with sharp edges, inspired by a lot of fonts used by designers around Turkey.
Package Design
I fully took inspiration from jars and glasses used in Turkey. Using reference images and drawings, I used AI to create the physical jar.
NOTE: All designs were done completely by me.
I also hand-drew a floral pattern inspired by Turkish textile design that was used as a texture on all the jars' packaging and throughout my branding.
Flavor: Original
Flavor: Hot Honey
Flavor: Chocolate Infused
Sponsored Event
This event was a sponsored partnership between my brand and a local winery.
The goal was to promote my brand at an event that would fit my target audience. Because my audience is more mature, I thought a wine-tasting event to promote BAÜR was a good idea.
Complementary Spreading Knife
Social Media Campaign
The social campaign focuses on telling the story of the ingredients in BAÜR fig jam. Because my brand is authentic, I thought it would play well into marketing my product.
