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Şairhane Branding – Crafting Modern Identity in a Traditional Meyhane Atmosphere

Şairhane Branding – Crafting Modern Identity in a Traditional Meyhane Atmosphere

In the heart of Turkey’s rich heritage lies the multifaceted drinking culture, specifically centered around the traditional alcoholic beverage, raki, also affectionately termed “lion’s milk.” Spanning centuries and influenced by both Eastern and Western civilizations, Turkish drinking culture stands as a testament to the country’s position at the crossroads of Europe and Asia. This culture is a vivid representation of Turkey’s profound history, with raki symbolizing its deep-rooted social and culinary traditions. Meyhane establishments, traditional Turkish taverns, are where this spirit finds its utmost expression. Here, the simple act of diluting raki with water transforms into a meaningful ritual, paving the way for unhurried dining experiences, the sharing of mezes, and the nurturing of connections among companions. But beyond the drink, the ambiance of the meyhane comes alive with the resonating verses of celebrated Turkish poets like Yunus Emre, Rumi, and Nazım Hikmet. Their ageless words, either chanted or sung against the backdrop of live music, engage the patrons, encapsulating emotions, recounting tales, and stimulating introspection.
Amidst this deep cultural setting, the branding of a modern Meyhane demands an infusion of both the old and the new. A minimalistic typographic logo serves as the epitome of modernization. Its clean lines and sleek elegance echo a contemporary image that aligns seamlessly with the sophisticated ambiance of today’s meyhane. Specifically, the inventive use of negative space for the letter “H” in the playful brand name, Şair(h)ane, adds an element of whimsy and creativity, making it memorable for its audience. Poems integrated as background textures deepen the emotional resonance, enhancing the storytelling essence, while icons amplify the poet’s core spirit. Additionally, black and white photographs induce a sense of nostalgia, emphasizing the timeless nature of the culture and traditions. This rich visual narrative fosters a profound connection with the audience, paying homage to the poet’s enduring legacy and artistic vision. Taking this branding further, when applied to Rakı bottles, hand-drawn or digitized product names are gracefully positioned below the brand mark. The back label narrates more than just the beverage’s details; it tells a story. Apart from listing the ingredients, preparation instructions, production details, and origin, it also introduces the featured poet from the front label. A brief biography, coupled with a snippet from one of their iconic poems and their signature, elegantly bridges the world of raki with the enchanting realm of Turkish poetry. This comprehensive approach does more than just explore; it celebrates the confluence of art forms, drawing insights into the intricate dance of poetry, culture, and societal dynamics in Turkey, and perfectly encapsulates the enduring charm of this beloved tradition.

CREDIT

  • Agency/Creative: Ozge Ucoluk
  • Article Title: Şairhane Branding – Crafting Modern Identity in a Traditional Meyhane Atmosphere
  • Organisation/Entity: Student
  • Project Type: Identity
  • Project Status: Non Published
  • Agency/Creative Country: Italy
  • Agency/Creative City: Milano
  • Market Region: Europe
  • Project Deliverables: Brand Identity
  • Industry: Food/Beverage
  • Keywords: WBDS Student Design Awards 2023/24

  • Credits:
    Educational Institution: Domus Academy - Experience Design. - Visual Brand Design
    Educator's Name: Elisa Chiodo

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