Turkey will become a land of opportunity for graphic designers, following the start of its customs union with the European Union later this month.
Under the new arrangement, Turkey must now work within European customs laws, making its formerly protected markets open to imported products and giving Turkish brands freer access to the single EU market.
This will force domestic products to reposition themselves to take on foreign competition at home, and will include a rethinking of pack and identity design, says Nigel Bullivant, founding partner at UK design group Vineyard.
Vineyard has just completed the rebranding of Efes Pilsen lager for Turkey’s largest brewery, in anticipation of a more crowded market. “The new design had to work in the domestic and European markets,” says Bullivant, who has worked for the client for the past three years.
“There will be a lot of companies like Efes restructuring to face the incoming competition and penetrate the export opportunities,” Bullivant predicts, “so companies will need more imaginative marketing.”
Vineyard is now advising Efes on its corporate identity. “We are now marketing ourselves more widely in Turkey – it is a very lucrative market,” says Bullivant.