ARZUM | STAINLESS STEEL TURKISH TEA MAKER | 2015

Updating the leader

Consolidating the leadership of one of Arzum’s key products.

After many years leading its category, Arzum and Stimulo collaborated again to upgrade the design of one of the brand’s most important products, the stainless steel Turkish tea maker.

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Over the last years, stainless steel Turkish tea makers have beaten plastic and glass ones. Arzum has historically lead this category in the Turkish market with its classic tea maker. However, the home appliances brand noticed some loss of competitiveness in this product which brought us into a new design project. Considering that the demand of this product is very sensible to price changes, Stimulo had to upgrade the product design within very rigorous production requirements. 
In order not to mislead Turkish consumers and to keep the market recognition of the product, we decided to evolve the previous model’s design. The new design of the product is characterized by more continuous and contemporary lines but keeping a strong Turkish character, which was a key point to succeed in sales. Following the implementation of Arzum’s new design language, we added some copper color details to the product to reinforce the brand identity.