KAHVE DÜNYASI · REFORM
Not new. Renewed.
Coffee reaches Kahve Dünyası in jute sacks and leaves behind spent grounds. REFORM brings both back: the sacks as bags, caps and pouches, the grounds as spoons, straws and stoppers. In the wordmark, the E of RE drops down to become the F of FORM, one letter re-formed into the next.
YENİ DEĞİL, YENİDEN
Letters cut from what was already there.
The campaign line, Yeni değil, yeniden (not new, renewed), is set in letters cut from old print and pasted back together, the same idea applied to type. Tags, brochures, a magazine page and a hand leaflet on how each piece is made speak in the voice of the material itself: I used to be the sack of the coffee you drank.
At Upcycle İstanbul and in Kahve Dünyası stores, a kraft-board stall with scalloped awnings and hanging tags showed the products where people could hold them. Making something new is easy; the hard part is rethinking what already exists.
