Concept Creation 360° services: Hurrem’s Turkish Baklava Confectionery

Concept Creation 360° services: Hurrem’s Turkish Baklava Confectionery

Aizen Consulting


Who We Are?

Aizen is an international business development company based in 3 continents: Europe, Africa and Asia.

  • We offer turnkey business services.

  • We define the strategy with our client

  • Then we deploy the strategy.

Executive Summary

I. Aizen

  • Who are we?

II. Abilities: 360° services creation and implementation of a concept

  • Benchmarking and Market Study

  • Business trip: visiting factories/  Retail Concepts

  • Definition of the Business model

  • Concept Creation

  • Corporate Identity, Logo, Website, Uniforms' and Packagings' design

  • Assistance for finding the right location

  • Recruitments, HR organisation, Salaries, Organisational chart

  • Procurement, logistics, and Certifications, management of legal issues

  • 3D Interior Design

  • Finition Works

III. Our last Success Stories: Hurrem's Turkish Baklava and Confectionery

IV. Three Packages

Who We Are?

Aizen is an International Consulting and Trade company.

Offers to  investors:

  • Manage their purchases from Turkey, India, and France: competition between suppliers, price negotiations, verification of certifications, production start-up, production control, pre-shipment quality control, logistics optimization, and organisation. If necessary, obtaining the certificates necessary for import more specifically for the Hotel, Construction, Shopping Centers, Schools, Clinics, Hospitals sector: purchasing, labour, construction/supervision of works; and

  • Create and implement concepts in retail (F&B, cosmetics, ready to wear, homeware, beauty salon hairdresser, cookware, household appliances), market research, concept creation, visual identity, logo, website, business model, local and international sourcing, recruitment, training, local marketing, machine purchases, interior design, finishing works and decor.

We set up project teams in West and North Africa, Europe, the Middle East, and India to carry out our clients' projects.


  • Engineering Procurement Construction in HVAC and Electricity

  • EPC in finishing works

  • Interior architects located in Turkey, Senegal, and France: Real-Time 3D Modeling tools with the latest Rendering Technologies, allowing for rapid revisions and instant renders / technical drawings.

  • Graphic designer

  • Marketing specialist

  • Project manager

  • Creative Director

  • Purchase and Logistics Expert

360° Services: Creation & Implementation of a Concept

1.Benchmarking and Market Study

Before spending time and money on a project, you need to do local and international market research:

  • International: to be sure that the market is buoyant globally, with the possibility of considering duplicating the business model internationally. If the product or concept comes from abroad, perform a detailed benchmarking: supply chain, production/manufacturing, different scales, revenue models ...

  • Local and Regional: make an in-depth analysis of the profiles of local consumers, their aspirations, their needs. Then compare with similar products or services, satisfying the same need. 

  • List the main competitors and analyse their market shares, their distribution networks. 

2. Business Trip: Visiting Factories/  Retail Concepts 

Once the market study has been carried out, we then propose to organise a business trip.

During this business trip, we visit:

  • The best shops/ distribution networks/ concepts/ restaurants on the market

  • Production/manufacturing units

  • Small scale workshops

  • Potential suppliers

  • The most beautiful places

At the end of this business trip, we write a report, and finally, we decide and design the main lines of the concept.

3. Business Model Definition

After analysing customer needs along with market trends, we define the business model, product/service, targeted audience, distribution channels, and marketing strategy.

4. Concept Creation

Creating a place, a store, a shop, a cafe or a restaurant is feasible for any investor with a certain budget.

Creating a concept with the aim of multiplying is yet another story.

Most of the concepts that are created disappear before being multiplied.

Here are some recipes for a concept to be fully successful:

  • Real differentiated identity

  • Economic model responding to a need, or to a gap

  • Strong corporate identity

  • Optimised production/manufacturing process, and scalable on a larger scope

  • Comfortable margins

5. Corporate Identity

Must be composed of a visual identity, a unique marketing positioning, a strong and recognizable image, a unique product, a rigorous manufacturing/ production rigorous method, unique packaging, a very strong brand identity.

We must create the concept around a story. The storytelling is essential for the

customer to identify itself to the brand.

6. Logo

The logo is the centrepiece of a new brand. It must make an impression.It must be in harmony with the spirit of the brand. Be unique and above all, very aesthetic. 

The first step, we define a graphic charter:

  • 3 to 5 main colours: different tones with a meaning for each colour, as related to the activity and values 

  • global harmony

  • choice of a font

  • choice of an icon or character

7. Website Design, Development and Content

First off, we benchmark the best competitor websites, locally and internationally.

We write precise specifications:

  • Website architecture

  • Functionalities

  • SEO optimization

  • Adaptation to any screen format

Having defined the graphic charter at the time of the logo design, we use it later for designing the website. Finally, we write the content of the website.

Our watchwords:

  • Strong identity

  • Optimal ergonomics

  • Limpid, clear, unique text

  • Functionality focused on "call to action", to generate leads

  • Elegant, extremely differentiating, and aesthetic design

8. Professional Clothes Design

Professional clothing must be aesthetic and original, in accordance with the identity of the company, and above all be comfortable. Shoes must be orthopaedic, this will improve staff comfort and maximise productivity

9. Packaging Design

The packaging must first be eco-friendly: minimalist, ideally biodegradable, if paper: craft. Consumers are very sensitive to environmental protection.

In addition, it permits to avoid impacting the price of packaging on the final price or to maximise the margins by reducing the costs of packaging.The packaging must represent the brand. The consumer takes it home. It must be aesthetic. For gifts, it is possible to make personalised wooden boxes.

10. Assistance for Finding the Right Location

When carrying out the market study, we define our targeted customer segment.

Regarding the choice of location for a retail business (F&B, cosmetic boutique, any BtoC business):

  • easy access by car and transport

  • dense population- depending on the chosen price range: middle class, popular, wealthy class, or cosmopolitan and very central

  • ideally in a boulevard/ avenue/ busy street

  • shops nearby which could stimulate the sales of the shop/ café/ restaurant/ tea room

11. Procurement, Logistics, and Certifications, Management of Legal Issues

We implement a tendering system in the most relevant country for sourcing.We write our specifications. We check the technical specifications, the references of each supplier.We are implementing supplier selection criteria.We manage and optimise logistics.

12. Recruitments, HR organisation, Salaries, Organisational Chart

The staff represents the brand and the company. Hygiene, attitude, manner of speaking, posture, and dress code must be flawless and exemplary.

Priority should be given during the recruitment process for all the staff:

  • Excellent interpersonal skills

  • Attention to detail

  • A certain level of general knowledge

  • Analytical skills

  • Ability to manage crisis management with a client with composure

  • Be proactive

  • Ability to dissect a problem and propose innovative solutions

For supervisory staff:

  • Knowledge of care management: it is the only type of management that increases employee involvement and reduces turnover

  • Perfect operational knowledge: the ability to show employees how to do, divide missions and explain each in a simple way

  • Ability to assess potentials, identify crisis situations and find solutions immediately while explaining why and how to employees- Standard Manual of Procedures (Hygiene standards, Safety ...) 

  • Training Guide that would later serve as a Performance appraisal, on a weekly basis

  • one-to-one interviews/ incident recording

13. 3D Interior Design 

Interior design is one of the crucial steps. We propose to create a unique atmosphere, a world in itself.When the customer steps in, he must feel elsewhere, in a unique place with a strong identity, an elegant, very aesthetic and ergonomic, with an artful and historical setting. In a few minutes, the customer must live a unique, fluid experience and his mind must be marked.

To do so:

  • dim or diffuse lighting

  • relaxing music or classical music

  • pleasant scent

  • impeccable hygiene

  • the positioning of furniture, tables, chairs, display cases, so as to create in a large space several spaces, which do not encroach on each other.

After defining our prerequisites, we make a benchmarking by visiting the most beautiful places in strategic cities like London, Paris, Dubai, New York ...We take inspiration. We review the creations of the best historical as well as contemporary architects. We do a 3D rendering live then Bill Of Quantities.

If the place is intended for F&B, we design with a food workshop expert so as to ensure maximum hygiene and productivity, according to international standards.

14. Finition Works

After having produced the plans and visuals in 3D, drafted the Bill of Quantities, we set up a project team:

  • A buyer: supplier search, price negotiation

  • A works project manager: recruitment of local teams, supervisor, management and coordination of the work

Whilst working on the manufacture of furniture, the purchase of materials and equipment, deadlines on logistics end, within 90 days, we can perfectly execute the 3D design on an area of up to 1500 square metres.

We offer:

  • The shortest possible time cycle

  • The best value for money invested

  • Perfect finishing works

Last Success Story - 360° Services - Hurrem

From Market Research to Creation of the Concept and Implementation

We offered a 360° offer with deadlines:

  • Business trip to Turkey to visit large brands, small units, production workshops, suppliers (...) and meet chefs

  • Global and local market study: global trends in the international pastry market, baklava, Turkish concepts, the influence of Turkish culture at the international level, the pastry market in India, trends, and more precisely the potential market for Baklava in India.

  • Concept creation: visual identity, logo, website, menus, recipes, business model, design of professional clothing

  • HR organisation: Recruitment of chefs in Turkey, Assistance in recruiting local staff, work organisation, roles, number of employees, management

  • Interior design: atmosphere, colours, materials, patterns, spaces, optimisations

  • Purchasing and logistics: choice of equipment in Turkey and India, logistics management

  • Works Follow-up of the first shop

  • Assistance for the Opening

Market Research

Global Pastries' Market

  • Expected to grow 3.0% per year, to reach a market value of USD 38 billion by 2023.

  • Key players: Finsbury, Flowers Foods, Grupo, Bimbo, Hostess Brands, McKee Foods, Yamazaki Baking.

  • Increased urbanisation and innovation driving the growth.

  • Rising demand for freshly baked pastries.

  • The sweet pastries segment dominates the global market.

  • The artisanal segment is the fastest-growing: expected to reach a market value of USD 20 billion by 2021.

Regional Analysis

  • In 2015, Europe dominated the pastries market, with 56% market share regarding revenue, as a result of the presence of many established artisanal baked goods makers.

  • This region is followed by North America and Asia-Pacific. The U.S is a major market in North America, as Americans love their pastries and other sweet baked goods, resulting in a spending of USD 20 billion in 2014.

  • The market in the Asia-Pacific region is expected to grow rapidly during the forecast period, led by India and China.

  • In India, the pastry market is seeing exponential growth, due to an increase in urbanisation and a rise in disposable incomes.

Turkish Baklava

  • The cuisine of Turkey's southeastern province of Gaziantep earned praise: added to UNESCO's list of The Creative Cities Network on gastronomy.

  • Characteristic of the former Ottoman Empire cuisine, baklava, one of the most popular sweets in Turkey, as well as in the Middle East and Balkan countries, is rich, sweet, with layers of filo pastry filled with nuts and syrup

  • Turkey mainly exports baklava to the U.S., Germany, and Saudi Arabia

  • In 2016: $5.75 million of 575 tons of baklava were exported. Turkey produced around 950 tons of baklava every day in 2016. Annual domestic turnover of around $3 billion

  • A high-end 300 square-metre baklava shop (opened in 1949), sells 3 tons of baklavas during festivals

  • Certain companies export frozen baklava and other dry baklava. Turkish baklava-producers started to sell overseas in 2001.

The most qualified manufacturers are located in Istanbul and Gaziantep. Baklava can be sent fresh to countries far away by air

Bakery Business In India

  • The largest industry in the food processing sector

  • Bakery products have become very popular throughout the country

  • One of the most profitable food processing business

  • Bread and biscuits are the most common products but other items like cakes, pastries, cream-rolls, cookies, etc. are also very popular in India

  • People almost prefer to have fresh products and this nature increased the popularity of bakery products

  • Item of mass consumption: low price and with rapid growth and changing eating habits of people

  • The per capita consumption is very high in industrialised States like Maharashtra and West Bengal

How to Run a Baklava Business

  • Baklava, which has a distinct place in the profession of dessert, took place in the international platform with the cultural interactions, and baklava was opened to foreign cultures.

  • Even though the entrepreneur is not a dessert master himself, he gets a good profit by establishing a professional team. Baklava shops can be a successful business everywhere in the world.

  • Quality is based on freshness, service and presentation.

  • Opening a baklava shop is always about having the most qualified chefs.

  • Waiters must be sincere and sympathetic, with eyes open.

  • After the oil in the world, coffee then sugar comes. Sugar is a substance found as addictive as coffee.

Option A: Create a Workshop

Option B: Import frozen uncooked baklavas

A. Licences & Registrations

  • FSSAI licence, 5 years

  • GST Registration

  • Municipal Corporation health licence

  • Police Eating House licence

B. Expert Manpower is Required

For a high-end pastry coffee shop bakery: Head Chef, Chefs

De parties, Commi level Chef and Helpers, plus Service Boys and a Cashier at the display and the serving area.

The total count of manpower required for the shop is approximately 15.

C. Ideal Location: a Reputed Market or High-end Shopping Streets

Ideally, front area shops on the ground floor which are easily accessible and visible. Area: 500 sq ft shop, divided into 2 floors (kitchen on one floor, and display and serving area at another).

Water supply and drainage facility, No objection certificate (NOC), legal agreement are required.

D. Display Area Required

Should be well designed and created in a manner that each and every item is noticeable.

Display fridge for cakes and pastries.

Proper storage and a display rack for the items.


E. POS and Billing Software

The POS software is equipped with powerful integrations. Features to manage the shelf life, robust inventory management as you would be dealing with perishables. POS cost: around Rs 30,000 a year.

F. Marketing and Branding

Logo and display board. Create unique identity, branding, packaging, well-designed menu 30,000 pamphlets. Display board to attract customers

G. Staff Uniform: staff uniforms: should look good, hygienic and well dressed.

H. Website, SEO and Community Management

It's a must: an optimised and well-designed website. Optimising the website to make it SEO friendly. Social media is the best way to attract and capture the immense crowd.

I. Integrate with Online Delivery Platforms

Considering that most of your customers would now prefer to order food rather than have dinner outside, it becomes imperative to allow customers to order online. So, integrate with Zomato, Swiggy, Foodpanda, and UberEat. It increases the visibility of the shop.

J. Use Technology to Improve Operations

Keep a track of fresh items and stale ones by using an integrated Inventory Management System that allows you to manage the Shelf Life of each item. Consider offering vegan and low-fat pastries

Offer Free Samples to the Passersby as a tasting experience

The Concept

Why Hürrem?

Choosing the concept of Hurrem is a novelty compared with other ones.

  • Hurrem is a strong feminine character from Ottoman history.

  • Turkish TV shows are popular in the Middle East, Asia, and Latin America.

  • The popularity of Turkey, particularly the city of Istanbul, as a tourist destination will increase the brand power of Hurrem.

Soliman the Magnificent is the most well-known figure in history. There were times when women exercised power in the Ottoman, the ‘’Sultanate of Women’’.

Hurrrem was born in today’s Ukraine. Her original name was Roxalane. She was captured during a campaign by Cyremian Tatar cavalries who were vassals of the Ottoman Empire. They gave Roxalane to Soliman for his Harem. He changed her name to ‘’Hurrem’’, meaning “full of joy”.

She received regular education and managed to distinguish herself amongst other women by her rapid improvement in all aspects thanks to cleverness.

She became the official wife of the Sultan, which was a breakthrough in Harem’s history. She eliminated her rivals and plunged into intrigues against the princes of other wives in order to place her own sons to the throne.

Her fame is not only known in Turkey but all over the world, especially in Eastern Europe, Russia, and the Middle East thanks to the TV serial: ‘’The Magnificent Century.’’ This serial set rating records in many countries. The Guardian: “Shows such as Magnificent Century have come to rival US TV for international popularity, sweeping through the Middle East, Asia, and Latin America”.

Baklava & Coffee Culture

History of Baklava dates to the Assyrians, but this sweet was made by putting dry fruit between two doughs and baking it. The popularity of baklava reached the Ottoman Palace. Baklava production reached such a peak that the Baklava Regiment was formed in the Palace in the late 17th century.

'Antep Baklavasi' has a registered geographical sign, given by the Turkish Patent Institute in 2007.

Baklava is merely associated with Turkish cuisine which comes from very old times and continues to be the symbol of Turkish culture. Baklava is seen and consumed in a ceremonial atmosphere. Coffee became the shining star of the court’s social life, and the Sultan appointed his own “Kahvecibaşı” (coffee maker) to prepare the imperial cup of “Türk Kahvesi". It became ritualized.

The coffeehouse is another cultural heritage of the Turks to the world, first appeared in the 1530s.

Coffeehouses were dedicated to meet, to do business, to discuss politics, art, and literature. Coffeehouses or ‘’Kıraathane’’ which means ‘’the place of reading’’ showing the function of these places as ‘’public spaces”.

The Logo

  • After carrying out the market study and then visiting the main brands in Europe and Turkey. Our Creative Director decided to opt for a female figure, a historical figure who deeply marked history.

  • The choice fell on the figure of Hurrem, wife of the most famous sultan in Ottoman history.

  • No brand known in Turkey has been inspired by a female figure.

  • We found a painting by an unknown painter from the fifteenth century.

  • We decided to start from this table and modernise the figure of Hurrem while adapting to our graphic charter. Here is the original painting.

  • We decided to create a black and white logo and a colour logo.

Colours: Burgundy Red, Turquoise, and Copper (Represent: Elegance, Luxury + Turquoise a typical colour of Ottoman culture)


The best-known brands come from Gaziantep. Purists offer the classic version baklava: pistachios, "sobiyet", "havuç dilimi" (...).

Some brands are modernising baklava: chocolate for example or other nuts than pistachios.

We have chosen to offer traditional baklavas to please purists and modern baklavas for those who like new flavours.

After field marketing tests, our chef agreed to reduce the sugar by 15%, to make 100% vegetarian baklava with egg replacer. Our vegetarian baklavas are as delicious as those of Istanbul.

The concept is halfway between a fine pastry shop, tea room/ coffee shop, and restaurant.

Our goal was to create a unique concept around Baklava.

We have added to the menu "loukoums" (confections based on a gel of starch and sugar, nuts flavoured with rosewater, mastic, Bergamot orange, or lemon…). 

We also decided to add two stars of Turkish cuisine: Pide and Böreks.

We have adapted the Turkish version to tastes in India: less dough, more vegetables and or cheese. It is also a success.

The tearoom, pastry shop, the fine coffee shop is divided into three parts:

  • The store of dried fruits and packaged products

  • The tasting area

  • Partially open workshop

Interior Design

We wanted to create a warm, luxurious, very aesthetic, Turkish, Oriental and yet a modern and timeless atmosphere.

We visited stores in Dubai, London, Istanbul, and Paris. We have made an international benchmarking of the most beautiful shops. We realised that the places lacked originality and aesthetics. Who is to blame? Architects, entrepreneurs?

We had drawn our inspiration from four places that we combined with historical motifs typical of the Ottoman Empire, the most ergonomic and best-designed spaces in terms of comfort and atmosphere.

The big challenge was to create a Turkish luxury brand with a historical yet modern atmosphere.

We have not found any architect who offers this type of design either in Turkey or in the Middle East.

Here are the places that inspired us in Turkey and in the UK:

  • Hafiz Mustafa

  • Cafer Erol

  • Halis Bekrizade Efendi

  • Blue Garden in London

Hafiz Mustafa

The most famous Turkish brand in Turkey is Güllüoğlu, and yet in terms of Concept

  • Design

  • Brand

  • Merchandising

  • Work organisation

Hafiz Mustafa is certainly the most incredible brand.

Their variations of logo, their packaging marks the spirits, stick to the image that we have of Turkey.

The interior design uses the fetish colours of the Ottoman Empire, but the combination of materials gives a very refined, historic and modern result at the same time.

The organisation of space is optimised at its best.

All the employees are smiling and highly motivated. Everyone is thriving to sell. They really have nothing to envy the globally well known concepts of luxury pastries.

Şekerci Cafer Erol

The concept is created around confectionery. They later introduced baklava and other items.

The menu is excellent. They serve the famous "Şerbet". The design of the boutique in Kadikoy is reminiscent of luxury coffee and pastry shops in Europe.

The merchandising is incredible.

The lighting focused on the products, the parades of colours, shapes, the variety are simply breathtaking.

Regarding design, they combined noble materials such as wood, marble, and copper.

Halis Bekrizade Efendi

Our Creative Director saw Halis Bekrizade Efendi while walking around Karakoy.

She was amazed by the interior decoration of this shop selling lokums and baklavas.

The lokums are positioned in the form of a pyramid in the centre.

A magnificent wrought iron chandelier is positioned in the centre.

Blue Garden (London)

The light is dimmed. The decoration is extremely elegant and modern. The oriental touch is brought by the wall displays in the form of arches.

These beautiful places have inspired us. But we were looking for an even more beautiful place for our concept.

So we looked for patterns, furniture, designs, atmospheres ... everywhere.

Colour Scheme

These beautiful places have inspired us. But we were looking for an even more stunning place for our concept. So we looked for patterns, furniture, designs, atmospheres ... everywhere. 

First of all, we designed our colour theme. We chose 3 main colours: turquoise, chocolate brown, copper.

Atmosphere & decor: very pure, elegant refined luxury to feel in another era confectionery presented as jewels materials: copper, metal, wood, marble, ceramic. Maximum product exposure created an impression of large space, through an open kitchen. Realistically, no architect had produced such an aesthetic, modern and Ottoman or oriental decor in Turkey.

Patterns & Colours

Ottoman Inspired Interiors

Hurrem's First Design

We have not found an architect who had produced such an aesthetic, modern and Ottoman or oriental decor in Turkey. We have given this brief to a 3D visualization professional.  

Here is the first proposed design:

Hurrem's 3D Final Design

As you can see, the first version is very unsatisfactory: no visible identity, lack of aesthetics …

Thanks to the 3D live visualisation, we were able to make the modifications in real-time.

To finally come up with this result:

Hurrem's Turkish Baklava & Confectionery: Real Pictures

Procurement & Logistics

We decided to develop a workshop in Mumbai and offer baklava, pide, fresh borek, made every day, and import only the loukoums. We had to rework the recipes and adapt to the products available in India and of course to the tastes of the Indians.

First of all, we had to find a solution for 100% vegetarian manufacturing.

The chefs we recruited, Sefa and Mehmet agreed to do multiple tests:

  • Egg replacer

  • Butter available in India: excellent quality

  • Flour: locally produced with our specifications.

Regarding dried fruit, we decided to source locally. The pomegranate and cherry juices are fresh.

For equipment selection, we decided to import the key equipment from Turkey:

  • Oven

  • Dough sheeter

  • Dough mixer ...

The price / quality ratio in Turkey is better than in India. The rest of the material and equipment we prefer to source in India.

We launched a tender, checked the technical specifications of each machine, and references ... We created the design of cardboard packaging and those of wooden boxes from Turkey.

Once the selection was made, we created an import plan, negotiated the logistics costs …