Marsel

Unwrapping Tradition with a Modern Twist

Marsel is a modern twist on a centuries-old treat. Rooted in the rich tradition of Turkish delight, or lokum, Marsel reimagines this classic confection for today's tastes. Handcrafted in Istanbul, their delights are made with all-natural ingredients, sweetened with fruit-based sugars like apple concentrate, and are entirely free from refined sugar, artificial flavors, and colorings. The result? A lighter, more vibrant take on lokum that’s vegan, gluten-free, and full of flavor. From bold combinations like pomegranate with raspberry and sumac to classics like pistachio, Marsel brings a fresh perspective to a beloved sweet, making it both a nostalgic treat and a contemporary indulgence.

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For Marsel’s brand identity, we created a custom-drawn logotype that nods to traditional Turkish calligraphy, giving the brand a timeless yet contemporary feel. The color palette is a vibrant mix, reflecting the bold and lively flavors of the delights, while the typography features a strong, bold typeface to match the brand’s bold character and modern twist on a classic treat.

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The packaging for Marsel is all about bringing flavor to life visually. Each box features a unique color combination inspired by the flavor of the lokum inside, with simple line drawings of the ingredients displayed on the front for a clean, modern look. When you open the box, the lokums are wrapped in tissue paper designed to resemble the delicate lace cloths found in traditional Turkish households. The overall design feels fresh and different within the lokum category, blending nostalgic touches with a modern take on Turkish culture.