Istanbul-based design agency Orhan Irmak Tasarım renewed the global packaging designs for Goon baby diapers. Goon is the brand of Daio Paper, one of Japan’s biggest paper and cardboard producers. New designs are launched in the Turkish market first and will be launched in the Russian market soon.

Goon baby diapers has two sub-brands: Mutlu Bebek (Happy Baby) is used for the standard baby diapers, where Premium Soft is for the upper segment. In order to create a common visual language for Goon diapers, a brand architecture of circular forms was created. The inspiration was the circular forms of G-O-O letters in the logo. For Goon Premium Soft, a golden circle was located under the logo as the main visual element of the architecture. The gold color refers to the premium positioning of the brand. For the Mutlu Bebek (Happy Baby) on the other hand, Licensed Disney characters were used inside white circles and a babyish blue color was used to create a more sincere communication with the mothers. Although circular forms create a common language for Goon brand architecture, their different sizes and locations provide differentiation for the sub-brands. The product features were turned into icons with illustrations that specially created for the Goon brand architecture.

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.