Naming and Packaging

Adding a home care category to its century-long tradition, Eyüp Sabri Tuncer combined expertise in scent and hygiene for new kitchen soap line.

Perfect for both hands and dishes, the new Kitchen Soap series in Eyüp Sabri Tuncer’s line of home care products needed a striking package design that appealed to the cleanest of consumers. These new soaps represent Eyüp Sabri Tuncer’s decades of experience with both fragrance and hygiene, and the new branding from I Mean It Creative boasts a contemporary-yet-classic look with immediate, modern language.

We consciously designed the logotype, packaging and product name not only to illustrate the utility of the soap, but to convey the spotless look and feel of cleanliness to the consumer. The human visual elements craft a persona for each of the soap’s aromas. These different designs subconsciously tap into the “collector’s mindset” — a consumer sees herself in one of the faces, but she also wants to buy the entire product line.

On the packaging, our designs elevate a sense of smell and aroma, a prominent feature common in Eyüp Sabri Tuncer’s products. Images of cherry, orange, strawberry and lemon essences drive home the visuals that give Kitchen Soap a look so fresh you can practically smell it.

I Mean It Creative’s logo and packaging designs use a dynamic and modern approach applied within the boundaries of a historic brand.