Eti Crax Colors

Eti’s Crax Colors series is a striking project designed by Orhan Irmak Tasarım, standing out as a strong example of how packaging design can build a meaningful connection with social media culture. Within the snack category, the stick cracker series redefines the shelf experience by differentiating itself through both its visual language and conceptual approach.

In this special edition, product flavors are communicated not only through taste profiles but also through metaphors inspired by social media culture. The green pesto-flavored variant is expressed through playful names such as “Online Green,” “Repost Green,” and “Close Friends Green.” Meanwhile, the red Mexican chili-flavored variant adopts expressions like “Blocked Red,” “Liked Red,” and “Do Not Disturb Red.” These naming conventions create a humorous and relatable reference to the everyday language of digital interaction. This approach aims to build a more playful and contemporary connection between the consumer and the product.

The design language translates elements of the social media experience into the packaging itself. Visual details that resemble notification icons, message boxes, and interaction cues form a dynamic composition. By embedding the language of digital platforms into the design, the series strengthens its bond with a young and digitally engaged target audience.

The background design draws inspiration from Crax’s iconic “X” form, featuring metallic gray and black patterns. This strong visual foundation not only enhances shelf differentiation among competing snack products but also reinforces the brand’s distinctive identity. Overall, Crax Colors demonstrates how packaging design can move beyond aesthetics to become a cultural narrative space—one that reflects the language, behavior, and visual codes of the digital age.

Established in 2004, Orhan Irmak Tasarim is the leading branding and packaging design agency in Türkiye. 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 Berlin, New York, Moscow, Shanghai, Brisbane and Sao Paulo.