Turkish beer brand EFES from Anadolu EFES Group has received a packaging graphics update designed to bring back the authenticity and soul of the nearly 50-year-old brand and revive its status as the pride of Turkey. A staple in that country since 1969, EFES is crafted specifically for Turkish tastes, using only locally sourced, quality ingredients. But in recent years, the brand had seen a decline in sales due to stiff competition from craft and other beer brands, and its generic, lackluster packaging did nothing stop the slump.
In Turkey, packaging is the only tool beer brands have to market their product; advertising of alcoholic beverages is banned. This made the redesign of EFES of crucial importance, warranting distribution of the design brief to multiple creative agencies. None of them were able to meet the challenge in the six months required. At the last hour, Brown&co The Brand Collective took on the job and delivered on the design, artwork, and printing of the new packaging graphics within the six- to eight-week time frame given them by the brand owner.
