The challenge
Brand strategy
In order to capture the spirit and soul of the Group, Melina Nardi – with DS Entregre – started the rebranding process with one-on-one interviews of 27 employees, from line workers to top management. The deep investigation into Kütaş’ corporate culture resulted in a complete Brand Manifesto and Brand Book.
Brand Manifesto
In-depth conversations with the owners allowed us to define the company’s Warrior archetype from which its new manifesto stemmed.
LEADERSHIP | HONESTY | BRAVERY
Brands' architecture
Another challenge the group was facing was how to structure itself and organize the various companies it has created along the years. As a result of an intense Brand Day, the management team opted for a Branded House system, redefining themselves as a Food Group.
Brand identity
As the management team rallied under their new archetype and brand strategy, the logo was created to represent both their Warrior archetype, scientific character and Turkish roots. The shape of the logo, choice of colors and even the stylized leaf all work together to express the true essence of the Group.
The new Group logo was created as a tight collaboration between Strategy and Design. Each element of it holds a meaning related to the essence and values of the company.
Communication campaign
The new corporate identity was translated into a complete catalogue presenting the group, the brand and the sub-brands.
To explain clearly the whole process chain from production to consumption, from field to fork, we chose an iconographic system and created an entertaining and easy-to-understand infographic.
We also designed a corporate calendar which was distributed to all of Kütaş’ B2B clients around the globe.
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Mockups Design
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Brand narrative
Based on the Brand Manifesto and Brand Storytelling, we created the Group’s new corporate movie. Our team wrote the script and narrative while DS Entegre and Gece Vardisi managed the production, filming and editing.
Internal marketing
Based on the Brand Manifesto and Brand Storytelling, we created the Group’s new corporate movie. Our team wrote the script and narrative while DS Entegre and Gece Vardisi managed the production, filming and editing.
