Packaging & Promo

When introducing this local Turkish product to an American audience, we concentrated on associating the product with elements familiar to a New York native.

Simit Sarayı is a Turkish bagel franchise. The company aims to introduce Turkish “simit” to the entire world with innovative products and business strategy. Simit Sarayı operates in 25 countries, serving over 1 million customers daily around the world.

The company came to I Mean It with a particular task: How its “look and feel” should be in North America as well as in Europe?

This challenge made us embark on a creative journey. By blending humor, eye-catching typography and Turkish icons , we created a new visual language for Simit Sarayı. The proposed visual language was applied to a wide variety of tactics, ranging from digital to packaging and print media.

When introducing this local Turkish product to an American audience, we concentrated on associating the product with elements familiar to a New York native.

Approaching the product like a bagel, we created a look this audience would be used to, and conveyed the feeling of a Williamsburg coffee shop with our illustrations and packaging designs.

We also launched a social media campaign using iconic images of Hollywood stars like Marilyn Monroe and Audrey Hepburn. We altered these iconic images that an American audience would be familiar with, and added the simit, re-imagining these culturally significant moments as if they featured this local food.