When the pandemic hit, everything changed, especially how people spent their time and money. Across Turkey and the wider Middle East, the market shifted indoors. Suddenly, hobby products weren’t just for daily regular use; they became essentials for comfort, saftey, and mental well-being. That’s where my role as Art Director in Istanbul came in. The challenge wasn’t simply to redesign packaging or visuals; it was to rethink how these products fit into people’s new routines. Every decision, from tone of voice to colour palette, was guided by empathy and relevance. The goal was to make our products feel familiar, reassuring, and worth spending on during uncertain times.