Dalin Baby Products — Brand Identity Redesign
Client Dalin is Turkey's leading baby care brand, founded in 1983. With a 65% market share in baby shampoo, it is one of the most trusted household names in the country — recognised across generations by its iconic yellow chick mascot.
The Challenge Despite its dominant market position, Dalin's visual identity had not kept pace with modern expectations. The brand needed a complete refresh that preserved its emotional legacy without feeling dated.
My Role Working within the strategy and brief set by Landor, I was responsible for the full scope of design execution: brand system, typography and colour palette, all product packaging across the entire range, advertising and point-of-sale templates, and the redesign of the chick illustration. For the character, I briefed Framestore — the studio behind Disney and other major character work — and led the creative direction throughout.
Outcome The redesign gave Dalin a cohesive, contemporary identity while honouring the warmth and trust the brand had built over three decades. The revitalised system has since supported the brand's expansion into international markets across Europe, the Middle East and Asia.
