Dardanel Tuna Packaging
The Challenge
As Turkey’s leading seafood icon and a household name, Dardanel operates in a fast-paced FMCG category with an extensive, highly diverse product portfolio. The key strategic objective was to maintain Dardanel’s unquestioned brand equity while modernizing its packaging architecture to ensure maximum clarity, strong shelf dominance, and seamless brand consistency across multiple categories—from core canned tuna lines to innovative ready-to-eat products.
The Solution
We developed a scalable, high-impact packaging design system built around category leadership, visual appetite appeal, and instant shelf recognition. By sharpening the brand hierarchy and introducing clear color-coded product segmentation, we ensured that consumers can effortlessly navigate Dardanel's growing family of products in crowded retail environments. From premium photography direction to rigorous pre-press packaging execution, we created a unified visual system that balances deep brand trust with modern, energetic appeal.
The Impact
Through a long-standing, strategic brand partnership, we have safeguarded Dardanel's visual consistency across every new product line and SKU launch. The revitalized packaging system elevates the brand's premium perception, drives strong shelf impact in competitive retail aisles, and solidifies Dardanel’s position as an undisputed category leader.
Project Expertise
Creative Brand Partnership
Visual Identity Systems
Packaging Design & Architecture
Art Direction & Photography Styling
Pre-Press & Packaging Production Management
Product photography was created
by Studio Cuccina.
For this innovative product line, we designed a packaging system that breaks away from traditional green-washed health aesthetics, delivering a fresh, energetic, and visually dominant presence in the retail fridge.
PEP is a team who connect consumer insight with market and trade environment to deliver competitive packaging designs for our products. They have an easy going attitude, listen well and always gives priority to customer needs.
Yüce Kaner Atalay
Dardanel Marketing and Corporate Communications Director
