Studio Somon

Efes Pilsen

Efes Pilsen beer label design.




Efes is the leading beer brand in Turkey and the 6th largest one in Europe with over 600 million consumers. The word "Efes" is the Turkish word for the ancient Greek city "Ephesus" which is in Turkey. It became famous for the Temple of Artemis which is one of the "Seven Wonders of the World" and one of the seven churches of Asia that are cited in the "Book of Revelation". 

Existing package designs of the beers only have texts which I always thought do injustice to the rich history of the origin of the brand. That's why I wanted to create a new design that shows the ancient Greek heritage with two very well known characters from Greek mythology, Perseus and Medusa. Perseus represents the pilsner where as Medusa represents the dark ale. In my illustrations, I depicted Perseus as cruel and Medusa as the victim and in enormous sorrow, because she was punished by Athena for falling in love with Poseidon.