Making a classic choco waffer the best buddy

A new product concept for "Ülker Chocolate Wafer", the best seller choco-wafer in Turkey that aims to enhance the perception of “buddy” and accompany its user with the extraordinary human, animal or plant figures. Unlike most of the marketing communication concepts, we approached ‘the consumers’ as our users in the first place.

In collaboration with Deniz Camus, Koray Benli in 2014
I was responsible for communication design, food design, packaging design, and video.
Winner of the Yıldız Holding's Yearly Marketing Communication Contest, Bizz@Kampus.

Badi is concept that gamifies the chocolate wafer eating and sharing experience. It personalizes the ‘Ülker Chocolate Wafer’ as a ‘buddy', who stays with the users in both their happy or sad times. A buddy, who cheers one up and becomes a friend with.

Friends! Is there anyone, who doesn't like
Ülker Chocolate Wafer?

Imagining a new product for the Ülker Chocolate Wafer family,
a product, which is the market leader of chocolate wafers’ and
sold daily over five million in Turkey.

Tangram: 7 Pieces, Many Faces

Creating a buddy with Ülker Badi... 
Tangram is a timeless dissection puzzle, which consists of 7 flat shapes, called tans, which are put together to form shapes. The objective of the puzzle is to form a specific shape (given only an outline) using all pieces, which may not overlap. 

Marketing Campaign #1: Conventional Mediums
Marketing Campaign #1: Conventional Mediums

In-store: On-Trolley

In-store: On-Trolley


Outdoor: Billboard

Outdoor: Billboard


Indoor: Billboard

Indoor: Billboard


Printed Media

Printed Media


Point-of-Purchase Display


On-Market Events for Kids

Augmented Packaging

An augmented packaging also designed in order to enrich the products’ fun factor and create a perception of novelty effect on the user by increasing the sophistication of the interaction between user and product.

Interactive Billboard

A billboard game also has been developed in order to get the passer-bys’ attentions. After touching the start on the touchscreen display, pieces of wafers begin to fall from the top of the screen. User tries to eat all pieces by making a ‘bite’ gesture to the camera. After the game finishes, the user is also able to share his achievement through the social media.