Inspired by the natural richness of Turkey, the new Fax packaging was redesigned with a strategic approach by Tasarist. AI-assisted illustrations combined with a handcrafted visual aesthetic enhance the brand’s natural positioning and on-shelf distinctiveness.
Logo Redesign
The previous logo lacked uniqueness and visual consistency, sharing similarities with other brands under the Evyap umbrella.
The new logo delivers:
• A rounded form with a leaf motif, emphasizing natural content and adding elegance,
• A blue color palette that evokes cleanliness, freshness, and the calming power of water,
• Modern typography that ensures clarity and reflects a dynamic, contemporary tone.
Packaging Design
In the new packaging:
• Fragrance inspirations like Cappadocia’s lavender fields, Ayvalık’s olive groves, and the Mediterranean breeze are visually represented,
• AI-generated illustrations convey a handcrafted, boutique feel,
• The “30% More Perfume” claim is highlighted with a bold visual icon for strong shelf impact.
With its renewed visual identity and cohesive design system, Fax reclaims shelf visibility with a modern, distinctive, and market-aligned presence.
