Idea Bakery

A Rich Strategic Recipe for a Rich Cultural Icon 💙

We proudly partnered with , leading beverage company and partner of AB InBev in Turkey, on their beer portfolio strategy and the revitalization of flagship brand Efes — Turkey’s iconic beer and a cultural symbol for over half a century. It’s been a deep “blue” voyage of baking ideas since 2024.

From stakeholder, consumer, trade and customer research to portfolio strategy, brand positioning and platform development, we helped create the strategic foundation for Efes to evolve into a stronger master brand — strengthening its iconic blue world, cultural heritage and full variant family.

Now fresh out of the oven, we’re proud to see the work reflective of the brand spirit starting to roll out, with the (“Plus One”) platform come to life through by .istanbul — turning a product truth into a cultural pledge to take beer, innovation and culture one step forward, always +1. 🧑‍🍳💙 Swipe through into the blue 💙

Mobility platform brand TikTak has travelled so far since we refreshed their brand roadmap together 5 years ago, and now it’s time to shift gears! It was a delight to bake strategies towards a new vision with their Founder &CEO Ersan Öztürk and a team full of entrepreneurial leadership spirit.

We’ve been baking the Baytoti Brand House with a team whose spirit is as rich and generous as the flavors they’ve shared with Saudi families for decades.
Together we stirred ideas, simmered insights, and crafted a recipe for Baytoti’s next chapter.
We are thrilled to be in the kitchen with 🥢🔥✨

Our Founder & Executive Chef mentored and learned from amazing women entrepreneurs in marketing communications through the Maheerah Program at the .sa Festival of Creativity this week. Thank you to all who attended!

Images: With Sara Al Harbi, Co-founder & Managing Partner of Treehaus Design Studio, Founder of BLOMI Rafah Alzowa, and Laila Essa, Founder & Chief Copywriter at Taglime.

May the most effectively baked idea win! We are proud of our Master Chef Orjwan as she is judging contestants’ cases at the MENA Effies this week.