Orhan Irmak Tasarım, celebrating its 20th year in creative packaging design, launched its first project of 2025 with the Eti Crax Hot Range! In this new series of Eti Crax, each flavor was humorously named with a “pain” metaphor: Heartbreak Pain, Arabesque (Turkish melancholic music) Pain, and Neverending Pain. Orhan Irmak Tasarım translated this creative concept into the packaging with an illustrative style aimed at capturing the interest of young consumers.
Design Director Dr. Orhan Irmak explained that they began the project with the question, “How can we merge the feeling of pain with hot flavors?” They decided that personalizing the chili pepper visuals would be the most practical way to convey the messages. He added, “For Arabesque Pain, we created a singing chili pepper as an arabesque artist. For Heartbreak Pain, we transformed two sad chili peppers into a broken heart.” The packaging design featured orange, purple, and burgundy tones to reflect the intensity and energy of the hot flavors. Additionally, a black flame silhouette was placed in the background of the illustrations to emphasize the mouth-burning flavours, adding depth to the design.
Established in 2004, Orhan Irmak Tasarım is the leading branding and packaging design agency in Turkey. To date, Orhan Irmak Tasarim has received nearly 100 awards in national and international design competitions on packaging design including Red dot, Pentawards, WorldStar and Design Turkey. The agency is a member of GLBA – Global Local Branding Alliance. In addition to its Istanbul office, GLBA also has offices in New York, Berlin, Shanghai, Moscow, Sao Paulo and Johannesburg.