Toplum - Turkish chocolate steeped in tradition.

Branding
Package Design
Logo Typeface
Illustration

Challenge

This project was developed for Afet Kaya, a former chemical engineer from Ankara, Turkey, in support of the launch of "Made Local, by Unilever."

The goal was to create a compelling brand identity that embodies community, culture, and connection. This involved developing an appropriate brand name, refining a distinctive tone of voice, and crafting a visual language that seamlessly bridges tradition and modernity.

Design Approach

Derived from the Turkish word for "community," Toplum embodies togetherness, reflecting the adage: "Don’t buy a house, buy a neighbor." The logotype, crafted in Turkish script style, enhances this sense of cultural authenticity and warmth. At the heart of the brand is the nazar boncuğu, or evil eye amulet, which serves as the logomark for Toplum and is subtly integrated into the "o" of the wordmark, reinforcing themes of protection and connection.

The packaging merges artistry and tradition, inspired by tasseography—the ancient ritual of interpreting coffee grounds. The design is enriched with a gold foil finish, creating a tactile and immersive experience that reflects the richness of Turkish coffee culture. Every detail, from the intricate symbols to the elegant finishes, invites consumers to engage in a sensory journey rooted in history.

Indulge in the sweetest connection by dipping Toplum chocolate into Turkish coffee. This ritual delights the senses and bridges tradition and modernity, offering a moment of shared pleasure and cultural appreciation. With Toplum, every piece tells a story.