We did need a fun and remarkable packaging design that would be salient for the young target group for “İçli Tavuk”, the newest of the practical products developed by the Lezita brand, inspired by consumers.

While designing the packaging, we aimed to progress in a way that combines the experience of consumers in the market with their experience online.

With the AR application we created on Instagram which is the most frequently used by the target audience, we aimed to transition between offline and online channels.

Another of our main goals was to correlate between the brand and the young target group and to convey the message of the brand with an interactive application.

We did proceed with colors and design elements that would differentiate it from other products on the market shelf. We created the humorous name “İçli Tavuk”, which also refers to the product itself. In the main goal of the design, we used characters and messages suitable for the varieties of “İçli Tavuk”. We created a strong and catchy visual identity for our brand with the character we created for each product. We placed a QR code on the packaging and directed the Instagram AR filter. We have diversified these filters according to the different characters on the packaging. We used fun, animated and product-related backgrounds for ARs and also added live music in the background for more fun.

Consumers can open the Instagram AR filter through the QR code we place on the packaging, and then try the filter and share a humorous sentence that fits the brand message.

Thus, we transferred the experience in the market environment to social media. We have transformed product packaging into a tool that will enable dialogue among young people on social media. By using the Instagram AR feature and making an AR filter for each character, we aimed to increase the attractiveness, virality and popularity of the packaging among consumers.

We have achieved an innovative and humorous packaging design that both differentiates on the market shelves and has the value of sharing on social media.

Lezita was featured not only in the markets but also in the social media accounts of the youth with the packaging of “İçli Tavuk”.