BNA/ Indykpol. Turkey Takes the Spotlight

A bold rebrand that turned Indykpol from invisible into a distinctive, proudly Polish modern brand built around turkey. Indykpol, a Polish brand built on strong specialization (“indyk” means turkey, “pol” derives from Polish), had blended into the deli meat shelf. Despite its high-quality offer, it lacked visibility, distinctiveness and appetite appeal.

Turkey meets today’s demand for light, high-protein and nutritionally balanced food. This insight crystallized into our core idea: “Turkey full of benefits”, a concise expression of the product’s value and the foundation of the new identity. We made turkey the bold hero of the branding, placing it in the spotlight and breaking meat category conventions. The rebranding sharpens specialization and clearly communicates both nutritional value and taste, repositioning turkey as an everyday choice rather than an occasional one.

A vivid cornflower blue defines the brand as modern yet subtly rooted in Polish folklore, while signaling lightness and health. The turkey’s fanned tail becomes the key visual asset—an element inspired by traditional folk cut-outs and reimagined through a modern heritage lens, connecting local culture with a contemporary, relevant aesthetic.

The result is a distinctive, proudly Polish modern brand that restores visibility, strengthens differentiation and brings turkey back into everyday relevance, shifting its perception towards lightness and modern nutrition.

How we approached the process:

– Strategic clarity: Turkey responds to today’s demand for light, high-protein and nutritionally balanced food, captured in the idea “Turkey full of benefits.”
– Breaking category conventions: Turkey becomes the bold hero, with a system that clearly communicates both taste and nutritional value, repositioning it as an everyday choice.
– Modern heritage expression: Cornflower blue and the stylized turkey tail draw from Polish folklore, reinterpreted through a contemporary lens.