Jeti Baatyr: A Rebranding that Combined Epic and Trends
Loading project…
branding
Client:
'Jeti Baatyr' is a major producer of food, beverages, and confectionery, aiming to expand its presence in the Kyrgyz market.
Task:
The company faced the challenge of entering the northern regions of the country with an existing but outdated brand. A complete redesign was necessary to solve several strategic tasks: first, to clearly introduce the brand name to a new audience; second, to create a strong visual connection with Kyrgyz culture and heritage; and third, to develop a flexible design system that would work effectively across a wide range of products—from milk to confectionery.
Solution:
We developed a comprehensive identity based on a deep reinterpretation of national codes in a modern way.
1. Logo:
After analyzing modern trends in packaging design, we concluded that a font-based logo would play a key role for the new brand. It allows the company name to be communicated to the consumer as effectively as possible. To give the logo a national flavor while maintaining a modern look, we turned to the Orkhon-Yenisey script. We integrated diagonal lines and elongated forms characteristic of ancient Turkic runes into the lettering. The result was a unique, powerful, and easily readable logo that looks modern while carrying a deep cultural code.
2. Packaging Idea and Concept:
The central idea of the entire design system became illustrations in the style of engraving. This style is familiar to every resident of Kyrgyzstan and subconsciously refers to the great epic 'Manas,' evoking a sense of patriotism and trust in a domestic producer.
We developed a concept based on the brand name—'Jeti Baatyr' ('Seven Heroes'). A series of seven unique illustrations was created for the product line, each depicting a hero performing a feat. These epic scenes became the main visual accent on the packaging, telling the brand's story without extra words.
Result:
'Jeti Baatyr' received a powerful, conceptual, and flexible identity that fully solves the set business tasks. The rebranding allowed the brand not only to modernize its image but also to find a unique voice based on a rich cultural heritage. The font-based logo and epic illustrations created a strong and recognizable brand that inspires consumer trust and a sense of national pride, which became a powerful competitive advantage when entering new markets.