The bold, emotional brand we crafted with Azerbaijan's top telco was honoured at the Felis Awards 2024.

Recognising a cohesive and dynamic transformation

<a href="https://saffron-consultants.com/work/bakcell" target="_blank" rel="noreferrer noopener">The brand we created together with Bakcell</a> has been recognised as the ‘Most Successful Rebranding’ at the 2024 Felis Awards, held during Istanbul's Brand Week. The transformation of Bakcell’s identity, strategic positioning, and design system reflects their vision of ‘making moments that matter’—a strategy that connects people and communities through bold, emotion-driven experiences.

The new brand identity, centred around a dynamic reinterpretation of the Bakcell star, expresses the opportunities that Bakcell provides to enhance everyday life for over three million customers. From retail to digital, the rebrand creates a seamless, unified experience that fosters meaningful connections across Azerbaijan.

Klaus Mueller

Through our collaboration with Saffron, Bakcell underwent a strategic overhaul, becoming a more emotionally expressive brand ready to engage more memorably with customers. Saffron brought an international perspective, transforming Bakcell's brand into a cohesive, dynamic experience across the retail and digital ecosystem.

CEO, Bakcell

The Felis Awards have been recognising innovative and creative projects in advertising and marketing for 19 years.  We’re honoured to have helped Bakcell realise new success in this next chapter of their evolution.

Bakcell wins Most Successful Rebranding

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