ERCAN PLASTİK
Material-Driven Visual System
Role
Art Direction, Packaging Visual System Design, Catalog Design, Spatial Brand Development
Project Description
This project evolved into a comprehensive visual system for Ercan Plastik, starting from packaging design and extending across catalogs, posters, exhibition stands, and spatial applications.
As a brand producing flexible packaging solutions, the visual language was developed in direct response to the nature of the material—drawing from concepts such as fluidity, permeability, and surface continuity.
Problem
Ercan Plastik operates in a production space defined by flexible, plastic-based, surface-oriented packaging materials. However, the existing visual language failed to reflect these material qualities.
The brand required a more contemporary, fluid, and forward-looking visual identity aligned with its core production logic.
Approach
The starting point of the process was the behavior of the material itself. The foldable, flexible, permeable, and surface-driven characteristics of plastic packaging were translated into a graphic language.
Instead of rigid, sharp, and static forms, a visual system based on organic shapes, soft transitions, layered structures, and fluid movements was developed.
This system was first implemented in packaging design. It was then extended consistently across catalogs, posters, communication surfaces, and exhibition design. As a result, each output functioned not as an isolated design piece, but as a manifestation of a unified system across different surfaces.
Execution
– Established the core visual language through packaging design
– Defined fluid forms, permeability, and surface continuity as key design principles
– Applied the visual system to catalog design
– Extended the system across posters and communication materials
– Translated the visual language into three-dimensional exhibition stand and spatial applications
– Created a consistent brand experience across product, information, graphic surfaces, and space
Outcome
The project resulted in a cohesive brand system that spans from packaging to catalogs, posters, and exhibition environments.
Rather than simply creating a modern graphic language, the work translates the behavior of the material itself into a visual system—consistently applied across multiple touchpoints to build a unified brand experience.
