Fig Jam Brand Identity

Overview

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.

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.
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 design was 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.
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.
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.