As part of this national-scale branding project, I collaborated with Leo Burnett Azerbaijan to develop the brand identity for “Made in Azerbaijan,” an initiative aimed at promoting Azerbaijani products in international markets. The project’s core objective was to highlight the country’s rich cultural heritage, craftsmanship, and natural resources, while positioning Azerbaijan as a competitive player in global trade.

 

Our work involved creating a cohesive brand mark, visual language, and communication strategy to ensure “Made in Azerbaijan” would resonate in key foreign markets, including the EU, Gulf countries, and CIS nations. The branding has since become a cornerstone of Azerbaijan’s efforts to expand non-oil exports, solidifying the country’s reputation as a trusted and competitive global producer.

 

The brand identity, inspired by Azerbaijan’s identity as the “Land of Fire,” symbolizes growth, blooming, and harvest—reflecting the nation’s natural abundance and agricultural wealth. This concept was intricately woven into the visual identity, creating a modern emblem rooted in tradition.