Land Rover / Borusan Otomotiv
Defender Cappadocia
For the Cappadocia launch of the Land Rover Defender, a letterpress menu was produced from textured, earth-toned handmade paper in harmony with the vehicle’s character.
Background
The Cappadocia launch dinner for the Land Rover Defender required an object that would carry the vehicle’s character — its toughness, naturalness, raw strength — into the dining experience. That object was a menu; but not an ordinary one.
Approach
Textured, earth-toned handmade paper was produced to align with the vehicle’s off-road character. The menu content was impressed onto this paper using traditional letterpress printing. A traditional wax seal bearing the “Defender” logo was cast individually onto each sheet. As a final touch, the edges were left deckled — not smooth, but like terrain.
Outcome
The deckled edge, earth-toned texture, and wax seal told the Defender’s story in guests’ hands before the meal began. The brand offered its guests not merely a dinner, but a tangible experience.