b-good visual identity

Founded in Istanbul in 1987, Çapa Medical developed into one of the largest wholesalers and suppliers of medical consumables in Turkey during its first 25 years. In 2015, Çapa accelerated its growth through its subsidiary Honnes which produces bandages, disinfectants, and protective clothing. Twelve months later, Honnes launched the consumer brand b-good and entered the B2C business for the first time with a wide range of plasters and bandages.

b-good sales multiplied during the Coronavirus pandemic through the sale of disinfectants, gloves, and face coverings, and expanded into 12,000 pharmacies in 50 countries. In 2022, this was followed by their entry into the manufacture and sale of cosmetic products with the launch of their sister brand b-good care. b-good sets itself apart from the competition by using high-quality, harmless ingredients and not testing their products on animals. The b-encapsulation process patented by Honnes is designed to enhance the effectiveness of the mostly plant-based ingredients.

With the evolution from B2B to B2C business, a revamp and revision of b-good’s visual identity became necessary. For this, the brand could find no better partner than the design studio Just Design FX, whose desks are located in a coworking area of the Meydan shopping mall, in the hip district of Ümraniye on the Asian side of Istanbul.

Agency founder and creative director Merve Gülay chose the neo-grotesque Turbine by Felix Braden (Fontwerk) as their house font, alongside Queens by Sebastian Losch (Kilotype), used on the website and social media channels; the Pink Chicken script font by Gitayogi Irhandi (Scratch Design), used in the web shop and on the packaging; and Duplicate Soft by Miguel Reyes (Commercial Type) on the packaging. All four fonts work together in harmony to create a strong and memorable brand identity.