Eti Crax Cracker Hot Range Packaging Designs by Orhan Irmak Tasarim

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 arabes