Ülker Brand Book
Client Ülker is one of Turkey's oldest and most established national brands, with a history dating back to 1944. Representing both tradition and the future, Ülker occupies a central place in society — accompanying happy family moments with feelings of trust, sincerity, and warmth. The project came to me through TBWA Istanbul, under Creative Director Gamze İçhedef and Copywriter Alpan Esen.
The Brief The brand book needed to be more than a reference document — it had to earn a permanent place on the desks of Ülker's brand directors. The ask was for something playful and tactile: an object people would want to pick up, keep, and return to. This sat within Ülker's broader Happiness Everywhere campaign, which shaped the book's entire emotional register.
My Role I designed the brand book in its entirety, from the box packaging to every interior spread. The cover of the box featured a mirror printed with the words "Happiness is a smile" — so that whoever picked it up would see their own smile reflected back at them before they even opened it.
Inside, each chapter used a different print technique as its own small moment of delight: scratch-and-reveal panels, a pressure-activated page that played Ülker's jingle when pressed, pop-up constructions, and a scratch-and-sniff section scented with chocolate chip cookie. Every section offered a different physical experience — making the act of reading it inseparable from the feeling the brand wanted to communicate.
