Rolling out the red serviette
When it comes to doner meat, Sultan has been one of the UK’s leading manufacturers of quality meat products for over ten years.
With substantial investment in new state-of-the-art machinery, they’ve not only improved the way it tastes but also they way it’s packaged. With this in mind Sultan thought it would be the perfect opportunity to take a fresh look at their overall brand.
With the new product being more premium, the brand needed to reflect this, so Absolute positioned Sultan as ‘The King of Doner’. We then set about creating the Sultan crown brand mark that had its roots firmly in the Ottoman Empire and complimented it with eastern style typography for the word mark. In terms of the colour palette, we restricted it to gold, black and white.
Primarily Sultan are manufacturers of quality meats and the proof is in the end product, so we wanted to highlight how delicious the doner meat really is by photographing the different ways it can be served, from the classic doner pitta to doner pizza. And not forgetting the chillies of course.
Absolute guided us through the brand process and we now stand head and shoulders above our competition.Jemil Tokdemir, Director
Let’s do launch
For brand awareness, we have created a set of national press adverts that announce the launch of the new product from Sultan and the new ‘The King of Doner’ brand positioning. Building on the crown theme, we photographed the two key products, the doner wrap and classic pitta, in a style that really is ‘fit for a king’. This campaign will be rolled out over the next few months.