Work / Brand Identity / Sütaş Ayran
The most popular brand I designed.
A complete identity transformation for the ayran of one of Türkiye's largest dairy groups: logo, packaging across every format, a 3D character mascot, and creative direction over the whole scope. It shipped, and the identity designed here is still the one on the shelves.
The mark
Drawn by hand, from the word to the pour.
Shown here on its own, without the Sütaş corporate oval: the Ayran logotype, drawn by hand, on a pour of ayran that is illustrated by hand too, with a halftone burst behind it.
The pour is what makes it work at any size: it gives the word a direction to travel.
hand-drawn logotypehand-drawn liquid illustrationBrand sheet
Sütaş Ayran, at a glance.
Logo
Colour
- Ayran navy#022D95
- Splash blue#05ACEA
- Milk#CBE7F5
Colours sampled from the logo, not the published values.
Type
Ayran
Baloo 2 Headlines
Sütaş, since 1975
Nunito Pack details
Every format
One identity, every format.
Bottle, cup and family jug. The same splash, wordmark and colour break had to read at arm's length on a shelf and at thumbnail size in an ad.
bottle, cup and jug
The print file
Still going to press.
Sütaş's own print file for the 250 ml pack, dated March 2024. The splash, the logotype and the colour break are laid out flat at 174 by 159 mm, with the inks they run on: cyan and five Pantones.
Years on, the artwork I drew is still what goes to the printer.
Sütaş's print fileThe scale
The scale it had to survive.
Packaging for a brand at this volume is not a styling exercise. It has to hold up across formats, print runs, plants and borders.
Search for Sütaş Ayran and you will find page after page of these packs, shot by shops, distributors and customers rather than by us. In Türkiye it is a household brand.
On screen
Their commercials, my pack.
These pictures are not my work. They are stills from Sütaş's own commercials, shown for what they say about the brand: the pack I designed is the star of them.
their commercial, not my work
In their advertising
Wherever the brand speaks.
Sütaş's own posters and ads, also not mine. The logotype, the splash and the colours carry every one of them, from a bus shelter to the family table.
their ad, not my work
The awards
Sales matter more than awards. These two did not hurt.
A' Design Award and Competition, Design Award. Crescent and Stars of Packaging, Design Award.
The studio I worked at, and their own work: Orhan Irmak Tasarım
The studio
Done at Orhan Irmak Tasarım.
I was hired by OIT to work on this project. OIT is a specialist packaging studio, among the first in Türkiye to put industrial design and graphic design under one roof, founded in Istanbul in 2004. Its work reaches shelves through Unilever, Nestlé, Danone and Türkiye's own majors: national distribution and print runs measured in millions.
In 2007 the studio won a Red Dot Best of the Best, one of twenty-seven awarded worldwide that year. I was one of its three designers.
Also for Sütaş
The butter, with its own award.
I designed this packaging too: a separate project for the same group, carrying its own Crescent and Stars of Packaging award.
