Rebranding, positioning, and developing of packaging design for Sariyer

Task

Oguz Holding, a leading beverage producer in the Turkish industry, approached Monami ADV to develop positioning, rebranding, and packaging design for 3 product categories of brand Sarıyer: sparkling sweet water, lemonade, and mineral water.

The changes are driven by the idea of making brand younger, more relevant and closer to the consumer, with a focus on local origin.

Context

In Turkey, there has been a growing trend to support national producers, which has boosted demand for Sarıyer beverages. However, this was not enough to ensure stable growth and maintain a competitive position in a crowded category that includes both local and international companies.

Solution

Positioning

In an oversaturated market, it was necessary to create a deeper, emotional connection with the brand to reach various target audiences.

To unite consumers of different ages, genders, and social and cultural backgrounds, while supporting the national idea of unity, we developed the positioning and brand platform “One of Us.” Sariyer products are part of a community where everyone can be identified with the brand and give their own meaning to the moments of consumption.

Logo

The Monami ADV team refreshed the logo in line with the developed positioning, keeping the core symbols from previous versions but making them more modern and distinctive.

The sun in the new logo symbolizes unity. The waves represent water and thirst quenchin, which is an essential association for the beverage category. The sea refers to the brand’s geographic origin — the Sariyer district in Istanbul — and becomes a collective symbol of Turkey’s four seas. A seagull completes the composition, adding the necessary dynamism.

Packaging

The updated design was developed for the following product categories:

- sparkling sweet drinks: aluminum can, PET bottles of various sizes, and glass bottles;

- lemonade: PET bottles;

- mineral water: glass bottles.

Minimalism enhances the updated logo and makes it instantly recognizable on the shelf, effectively working to increase brand awareness.

Result

The Sariyer brand received new positioning, “One of us,” which works with a wide audience — from children to elder consumers. Rebranding covers key customer touchpoints and gives the brand a distinct, recognizable identity that harmoniously combines cultural codes with a modern design.

The slogan “Our tastes — our stories” became the foundation of the brand’s communication campaign both in local and export markets, where similar cultural codes and patterns are presented.

Conclusion

The collaboration between Sariyer and Monami ADV shows how through a strategic approach, timely repositioning, and understanding of the local context a brand can grow actively in a highly competitive environment and become a recognizable, native brand for consumers.