Arzum is brand of mid-range home appliances. We helped it position an instant Turkish coffee maker in the premium segment with a new brand: Okka. We worked both on the design of the coffee maker itself, and of its branding and communication via an innovative process of co-creation.
The challenge
Turkish coffee is well known as a unique beverage. Its ritual production requires total control of the mix of coffee and sugar and is time consuming. Up until now, no brand had succeeded in simplifying the process and establishing a new standardised experience, contrary to what has occurred in the world of espresso coffee. To resolve this complexity, we engaged in a process of teamwork.
The strategy
Together with Stimulo, we designed a coffee maker which represented a sculpture expressing the wonders of Turkey while it simplified the process, offering a ready made cup of Turkish coffee. We created a brand that wove together the warmth of Arzum with the modernised quality of OKKA. To nuance the design, we developed a pattern to breathe life into the whole brand universe.
The result
The coffee maker won the prestigious Red Dot award and the market has confirmed its potential, enabling its future growth. Rich Turkish coffee experience, enjoy!
