Design: Orhan Irmak Tasarim
Project Type: Produced
Client: Ajinomoto Bizim Mutfak
Product Launch Location: Turkey
Packaging Contents: Soup Mix, Pudding Mix, Bouillon
Packaging Substrate / Materials: Paper, Plastic
Printing Process: Offset
Orhan Irmak Tasarım designed the packaging portfolio of Bizim Mutfak –Japanese food giant Ajinomoto’s ready to use food ingredients brand in Turkey.
Bizim Mutfak, which has the motto “Nutritious Practical Cuisine”, has a wide product range from soup to bouillon, from pudding to seasoning.
The name of the brand means “Our Kitchen” in Turkish. For the common visual language, a natural visuality was aimed in all packages, as if taken instantly from a home’s kitchen. In this direction, the product contents were scattered around the food visuals in order to get away from an artificial studio feeling. With the preferred fonts and brush strokes highlighting the product variant, a common language that makes us feel sincere and “ours” was created. For such a diverse product range, the focus of the packaging design architecture has been the sense of naturalness and sincerity that are also at the core of the brand.
Bizim Mutfak broke a new ground in the instant soup category with its Legume Mixed Soup series, leaving the consumer’s concern for naturalness of powdered soups behind. These products, containing natural legume and grain mixes, let the consumer make soup by adding ingredients such as water, oil, tomato paste etc. Orhan Irmak Tasarım preferred to leave a transparent window in the lower half while using the image of cooked soup in the upper half of a pot visual on the packaging. Thus, award-winning packaging designs were created that reveal the natural ingredients in a “transparent” way.
In Turkish culture, home-made food is very valuable and pride. For this reason, the practical Bizim Mutfak bouillons, which add flavor to traditional foods, were presented with the most common home-cooked dishes. Although there is a pleasure-oriented consumption for puddings, the feeling of naturalness was emphasized here, too, by sticking to the main packaging architecture. However, the variant colors were blended with the feeling of naturalness in line with the category dynamics, specially for puddings.
Established in 2004, Orhan Irmak Tasarım is the leading branding and packaging design agency in Turkey. To date, Orhan Irmak Tasarim has received nearly 100 awards in national and international design competitions on packaging design including Red dot, Pentawards, WorldStar and Design Turkey. The agency is a member of GLBA – Global Local Branding Alliance. In addition to its Istanbul office, GLBA also has offices in New York, Berlin, Shanghai, Moscow, Sao Paulo and Johannesburg.