apifarm: brand identity & packaging redesign
A strategic design project for an endorsed brand by Eğriçayır
Duration: 4 weeks
Strategy
Packaging
@ 2024 — Q4
Context and Defination of Problem
Eğriçayır, a long-established beekeeping brand, possessed a diverse product portfolio that extended beyond honey to include specialized blends and food supplements containing ingredients like propolis, royal jelly, and pollen. However, the brand faced a fundamental challenge: its specialized blend products were not sufficiently distinct from its standard honey offerings. Consumers struggled to discern the differences between products due to similar packaging designs and descriptive yet complex names (e.g., "royal jelly-honey-propolis blend"). This situation not only caused confusion but also overshadowed the unique benefits and value perception of these value-added products. The project's main objective was to resolve this architectural problem and establish a clear identity for the blend products. The solution was defined as reviving the dormant "APIFARM" trademark as an endorsed sub-brand, supported by Eğriçayır, and building a completely new, sustainable design language and brand architecture under this umbrella.
Challange, Strategy and Approach
The foundation of the project was an in-depth analysis of 12 different blend products. This analysis grouped the products along three main axes: ingredient type (Royal Jelly, Pollen, Propolis, etc.), component count (2, 3, or 4-ingredient blends), and ingredient source (blends with only bee products vs. those with externally added components). This strategic classification laid the groundwork for the project's most innovative solution: a new naming architecture. An "X" code was developed for blends consisting solely of bee products to signify a multiplier effect, while a "+" code was used for blends with added external ingredients. These codes were combined with numbers indicating the component count (e.g., 4X, 3+), creating a mathematical and intuitive system that allowed consumers to instantly grasp the product's content and intensity. This structure was complemented by universal and phonetically memorable root names such as "RED BLEND 4+," and "BALANCE 4X".
Building on this strategic naming, three distinct creative concepts were developed to shape the APIFARM brand's visual identity. The "Sacred Shapes" concept drew inspiration from the sacred geometry found in nature and honeycombs, linking the complexity of the shapes to the number of ingredients. For the "X" group products containing Royal Jelly, luxurious color tones like "Royal Blue" were used to emphasize the rarity and value of this premium ingredient. The "Power of Colors" concept aimed to create a modern "food supplement" feel through the use of vibrant, dominant colors. Meanwhile, the "Cymatics" concept offered a more scientific and medical approach, drawing from the idea of bee wing resonance and how frequencies shape forms, notably using a predominantly white layout to enhance this clinical feel.
Selected Consept: Secred Shapes
Alternative Consept: Power of Colors
Alternative Consept: Healing Frequency
Results and Impact
As a result, this multi-layered strategy successfully differentiated Eğriçayır's blend and food supplement products from its main honey category. The developed APIFARM sub-brand and its systematic identity significantly simplified the consumer's process of understanding and distinguishing the products. One of the most tangible outcomes of the project was an 80% reduction in the time consumers spent searching for and identifying the blend products they needed. This sustainable naming and design architecture also established a solid foundation for future product additions to the portfolio, marking a step into a permanent design that strengthened market perception and fundamentally improved the user experience.
SUM
"The new packaging design received high praise from our client and attracted a lot of attention."
