Filiz refreshed its 52-year-old brand with a new logo, when should a legacy brand rebrand?
Filiz, a pasta brand with 52 years behind it, has refreshed itself with a new logo, new packaging, a new ad film and a communication approach called “Olur mu Dersin?”, roughly “Would you believe it works?” (Perakende.org, 1 October 2026). The launch took place on 29 September at Tersane İstanbul, an event venue, with the ad film on air since that date and new packs on Turkish shelves from October. The red that shoppers link to the brand stays, and the front of the pack gets a window that shows the pasta inside.
If you own a long-established brand, this news asks you one question: how do you talk to a new generation without losing the trust you already have? Filiz’s answer looks like a staged refresh. The familiar color stays, the look and the language change, and the launch happens on screen first and on the shelf second. That order is a calendar you can copy.
What did Filiz change in its new brand identity, and what did it keep?
Filiz changed its logo, packaging design, ad film and tone of voice, and it kept the red that the brand is known for. The news story highlights the brand’s 52-year history and the durum wheat it sources from different regions of Anatolia. Nothing has been announced about the recipe or pack weight.
When should a legacy brand like Filiz refresh its identity?
When people still remember the brand but no longer choose it, the time has come. According to Murat Koç, General Manager of Barilla Türkiye, the aim is to move Filiz from a brand the new generation only remembers from the past to one that feels closer and more dynamic. Check three signs: strong memories but weak sales, a tired tone of voice, and rivals that look younger.
When customers call it “my mother’s brand”
One question is enough: when your customers talk about you, do they use the past tense? “We always used to buy that one” carries affection, but it does not ring the till. Memory is capital; a refresh carries it into today’s basket.
When the product is the same but the customer has changed
The new customer does not memorize recipes; they look at their phone and try something. Filiz’s “you try it too” line is one answer to that shift. If your customers’ habits have moved, you update the language around the product, not the product.
Who does Filiz’s rebrand affect, and how?
The most direct effect lands on supermarket chains, long-established local food brands and packaging suppliers. In autumn 2026, old and new Filiz packs may sit side by side on Turkish supermarket shelves for a while.
What does a legacy brand refresh like Filiz’s change online?
A refresh is tested online in three places: search results, marketplace product images and the brand’s own website. The logo on the shelf changes in October, but the digital shop window does not update itself. An old image left somewhere can look like a second brand.
In what order should the owner of a legacy brand like Filiz refresh it?
Write down the untouchables first, change the face next and the voice last. We suggest a three-layer refresh: core, face and voice. The core is color and name, and it does not change for years. The face is logo and packaging, the voice is advertising and social media language, and Filiz’s refresh reads as if it handles these three layers separately.
What should the owner of a heritage brand like Filiz do this week?
BU BÖLÜMÜN ÖZETİ
- Write your untouchables list on one page
- Note the customer’s own words at the till
- Take stock of your digital shop windows
Do three things this week: write down what must be protected, listen to how customers describe you and make a list of your digital shop windows. None of this needs a budget. Even without a rebrand, you get a clear snapshot of your brand today.
Write your untouchables list on one page
Color, name, maybe a slogan or a pack shape: write down the signals customers use to recognize you. Ask a partner or an employee to make the same list separately, then compare. If they differ, the brand is unclear even inside the company.
Note the customer’s own words at the till
For one week, write down how customers describe you. Lines like “the one in the red pack” or “the one my mother bought” tell you what to keep. The customer’s own sentence often gives a more accurate brand definition than any presentation in a meeting room.
Take stock of your digital shop windows
List every place your logo and pack photo appear: website, map profile, marketplaces, social media, menus, catalogs. When you decide to refresh, this list becomes your changeover plan. We build brand identity and changeover plans with businesses as part of our brand consultancy work. Check the trademark status of any new logo with the official registry; verify with the official source, as this is not legal or financial advice.
You can read similar decisions from other angles: when a retailer should move into production, through Migros’s breeding farm investment, and what a local food tie-in does for a brand, through Nutella Café’s pairing with Ankara simit. For other developments, see our retail page, where we interpret the retail agenda for you.
One last note: nobody rediscovers themselves by staring at a pasta pack, but everyone likes to see a familiar color next to the pot. The desk’s advice is clear: with a legacy brand, write down the signal you will protect first, and start the refresh only after that.
Quick Summary
- Filiz refreshed itself with a new logo, packaging, ad film and the “Olur mu Dersin?” approach (Perakende.org, 1 October 2026).
- The red linked to the brand stays, and the front of the pack gains a window showing the product.
- The ad film has been on air since 29 September, and new packs are on shelves from October (Perakende.org; Ekonomist).
- According to Barilla Türkiye General Manager Murat Koç, the aim is to make the brand closer and more dynamic for a new generation.
- A legacy brand can refresh by writing down its untouchable signals and changing its face and voice in stages.
Short Glossary
- Brand identity
- Brand identity is the visual and verbal whole used to make a brand recognizable through its logo, color, packaging and language.
- Planogram
- A planogram is the layout plan used to show in which order and in how much space products sit on a shelf.
- Staged refresh
- A staged refresh is the method used to keep a brand’s core signals while changing its logo, packaging and communication in phases.
Frequently Asked Questions
Next Step
If you want to work out together what to keep and what to refresh in your brand, fill in the consult your expert form.
Sources: Perakende.org, 1 October 2026 · Ekonomist, 2 October 2026 · Filiz Makarna official website
Updated: October 2026
Sık Sorulan Sorular
Look, in a supermarket aisle people do not read a pack, they recognize it. A hand that has reached for the same red for years stops and starts searching when the color changes. When the color holds, the shopper still finds the brand, even with a new logo.
The new pack has a window on the front that shows the product. With pasta, people decide by shape: fusilli, penne or farfalle is clear at a glance. Those few seconds in front of the shelf shape the average basket.
According to İdil Cihangir Ölmez, Filiz Marketing Manager, shoppers want to run their own experiments instead of following a perfect recipe, and the brand is adopting a “you try it too” stance. She sums it up in one line: “There is no longer one right way in the kitchen.” The story does not say whether this rests on research, so read it as the company’s view.
If sales are solid, customers are loyal and nobody says “I don’t know you”, there is no rush. But if the same picture also shows a new generation that does not know your name, waiting is a decision too, and the bill arrives later.
New packs arrive from October, and old stock may stay on the shelf for a while. For a category manager, that means a short transition in the planogram. Even when the SKU code stays the same, a different look can make shoppers ask whether it is a different product. Updated shelf labels and product photos help.
A local brand that has not touched its packaging in years now sits next to a refreshed pack and gets compared. Even with a good product, an old pack can make it look like stock that just sits there. The shelf is a shop window, and shop windows invite comparison.
Packaging and print suppliers, product photographers and marketplace sellers are touched indirectly. A new pack means new images in every channel.
A small but useful detail: the address filiz.com.tr belongs to Filiz Makine, a machinery company in Denizli, while the pasta brand’s official site is filizmakarna.com.tr. According to the brand site, Filiz was founded in Bolu, a city in northwestern Türkiye, in 1974 and joined the Barilla Group in 1994. If another company shares your name, you need to check often which page shows up in search.
In early October 2026, the brand site shows no announcement about the new identity or the “Olur mu Dersin?” approach. Even a large brand can have its digital update trail behind the shelf and the ad. In your business, the order should be this: before the new pack hits the shelf, your website, marketplace listings and map profile images are ready.
“Olur mu Dersin?” is a phrase Turks use all the time in everyday speech. That makes it memorable but harder to find in search. Pairing the line with the brand name helps viewers land on the right page.
Let’s say you own a forty-year-old Turkish delight brand and your box is green. If customers describe you as “the green box”, that green is your red. List signals like that and hand the list to the refresh team on day one.
During the changeover, both packs can stand on the same shelf. A brand that keeps its color gets through this period more easily, because shoppers see the two packs as members of the same family. Letting the old pack sell through, rather than pulling it at once, reduces waste.
At Filiz, the ad film went on air on 29 September and the new packs arrive on shelves in October. At a small scale, the equivalent is showing your new pack on social media and inside your shop a few weeks early.
According to Perakende.org and Ekonomist, the new packs are on shelves from October 2026. During the changeover, old and new packs may be seen together for a while.
The news does not mention any change to the recipe or pack weight. The announced changes are limited to the logo, packaging design, ad film and communication approach.
Keep the strongest signal customers use to recognize you; most of the time that is a color or a name. Write those signals down first, then change the logo and the language.