Peyman Hashemi

I have always been passionate about the intersection of functionality and aesthetics, which naturally led me to the field of industrial design. My background in design is rooted in solving real-world problems through innovative packaging solutions. From an early stage, I was drawn to how design can influence user experience and enhance product functionality. I studied mechanical engineering at Tehran University, one of the most prestigious universities in Iran. During my time there, I had the incredible opportunity to connect with close friends in the art field, engaging in fascinating discussions about aesthetics. These conversations enriched my perspective and further fueled my passion for design. My journey into design was driven by a fascination with creating efficient, practical, and visually appealing solutions. Over time, this passion evolved into a focus on packaging design, where I could combine engineering principles with creativity to develop sustainable and efficient packaging solutions.

I founded and owned two major companies in Iran, both specializing in packaging design and production line development for various industries. These companies focused not only on production but also on designing innovative and functional packaging solutions that meet industry demands. Smart Group Plastik Sanayi is my third and newest company—a design studio that I hold especially close to my heart. I started this venture with great hope for success, aiming to take packaging design to the next level. Unlike my previous companies, Smart Group is not just about industrial solutions; it is about pushing the boundaries of creativity, sustainability, and material efficiency in packaging. At Smart Group, we focus on recyclability, branding, and engineering precision, using advanced molding techniques and simulation tools to optimize packaging before production. My vision is to create packaging that is not only functional and cost-effective but also visually distinctive and environmentally responsible.

For me, design is the balance of aesthetics, functionality, and innovation. It’s about solving real-world problems while enhancing user experience and sustainability. In packaging, this means optimizing form, reducing material use, and reinforcing brand identity. Good design is intuitive, efficient, and impactful.

I enjoy designing packaging that challenges conventional norms and brings a client’s vision to life. It’s inspiring when a customer shares their expectations, and I translate that into a design. I once had a client who wanted a high-tech look for a lubricant package because the product was fully synthetic. While brainstorming, I imagined an object that had fallen from a spaceship—futuristic and precise. The result was fascinating. These kinds of projects, where engineering meets creativity, are what excite me the most.

My favorite design is Advocan, which won the A' Design Award 2024 and Red Dot 2023. To break conventional norms in oil container design, I introduced an asymmetrical structure, balancing style with structural innovation. This approach enhances originality while meeting strict industry standards. The bold linear patterns across both sides create a dynamic flow, inspired by the BMW Next 100 Motorrad, reinforcing the futuristic aesthetic. The ergonomic handle ensures comfort and stability, while the cap design prevents fraud and facilitates easy pouring. Advocan is a fusion of functionality, aesthetics, and innovation, redefining packaging in the automotive industry.

The first thing I designed for a company was a 4-liter container label. A company wanted to export its product to an African country but needed a label that resonated with the local culture instead of using the one from their own market. I designed a culturally relevant label that not only met their needs but was also praised by their sales manager. It turned out to be a great success for the company, helping them grow their business in that market.

My favorite material is HDPE (High-Density Polyethylene) for its strength, recyclability, and adaptability in advanced molding techniques. However, I don’t see materials as just raw substances—I see them as dynamic elements that can evolve. The future of packaging lies in smart, responsive materials that can adapt to environmental conditions, change form based on usage, and integrate digital features. In terms of technology, I am fascinated by AI-driven generative design and simulation tools that allow us to predict performance before production. These technologies help optimize material efficiency, structural integrity, and sustainability, pushing packaging design beyond conventional boundaries.

I feel the most creative when I’m deeply engaged in a conversation with a client, translating their vision into a design. Understanding their expectations and challenges sparks new ideas and pushes me to think beyond conventional solutions. I also find inspiration in moments of solitude—when I disconnect from routine tasks, let my mind wander, and allow unexpected ideas to emerge. Creativity often strikes when I least expect it, especially when I am reflecting on a problem in a completely different context.

I focus on three key aspects: functionality, branding, and material efficiency. A design must first serve its purpose effectively, ensuring usability and structural integrity. Branding is equally important—packaging should tell a story and create a strong visual identity. Lastly, material efficiency drives my approach, optimizing form to reduce waste while maintaining strength and sustainability. Every design decision is a balance between these elements, ensuring the final product is both innovative and practical.

Designing is an invigorating process filled with a mix of emotions. Excitement comes when I take on a new challenge, curiosity drives me to explore unconventional solutions, and satisfaction follows when a design starts to take shape, solving both functional and aesthetic needs. Sometimes, there's also frustration, especially when pushing boundaries within technical or material constraints, but overcoming those challenges makes the final outcome even more rewarding.

When my designs are realized, I feel a deep sense of satisfaction and accomplishment—seeing an idea transform from a concept into a tangible product is always rewarding. There’s also a sense of pride, knowing that the design not only meets functional needs but also enhances the user experience. At the same time, I feel curiosity, wondering how people will interact with it in the real world and how it might inspire future innovations.

A design is successful when it feels inevitable—as if no other solution could have been better. It should speak without explanation, intuitively guiding the user while solving a real problem. A great design is not just visually appealing but also efficient in form, material, and function, creating an effortless interaction between the product and its user. True success is when a design seamlessly integrates into daily life, improving experiences while leaving a minimal footprint on resources.

When evaluating a design's quality, I prioritize its innovativeness. I assess how the design introduces novel solutions or perspectives, pushing beyond conventional boundaries. I consider its originality, examining whether it offers a unique approach or concept. Additionally, I evaluate its feasibility, determining if the innovative aspects can be practically implemented. Finally, I look at the potential impact, considering how the design might influence users, the market, or the industry.

Designers serve as connectors between disciplines, translating user needs, business goals, and innovation into solutions that are both sustainable and socially responsible. They play a key role in driving social innovation by developing new perspectives and tools that address societal challenges while fostering local economic and cultural growth. At the same time, they must integrate environmental considerations by using renewable materials, adopting energy-efficient technologies, and designing products that are durable, repairable, and environmentally conscious. Ultimately, a designer's responsibility extends beyond aesthetics and functionality as they must create solutions that positively impact both society and the planet.

The design field is evolving towards a more immersive and interactive future. With the integration of artificial intelligence (AI), designers are now collaborating with AI tools to enhance creativity and efficiency. This partnership allows for the exploration of complex design solutions that were previously unattainable. Additionally, the rise of mixed reality technologies is blurring the lines between the physical and digital worlds, enabling designers to create experiences that are both tangible and virtual. This convergence is leading to the emergence of phygital design, where products and services seamlessly integrate digital interfaces with physical objects, offering users a holistic and engaging experience. As we move forward, the emphasis will be on creating designs that are not only functional but also provide an experiential journey, engaging users in ways that are dynamic, personalized, and contextually relevant.

I do not hold exhibitions; instead, I prefer to compete in prestigious design competitions where creativity is challenged at the highest level. When you plan an exhibition, you often design with the goal of filling a space rather than purely pursuing innovation, which can limit true inspiration. However, I have a showroom in one of my companies in Iran where my designs are displayed. When I win an award, the winning design is showcased there as an example, such as my Red Dot 2024 award-winning design.

My design inspiration comes from a mix of conversations, observations, and unexpected connections. Talking with clients and understanding their vision often sparks ideas that I might not have considered otherwise. I also find inspiration in science fiction, advanced engineering, and nature’s structural efficiency, where forms are both functional and elegant. Creativity is something I actively cultivate by questioning norms, experimenting with new forms, and exploring different industries beyond design. Sometimes, an idea comes from something as simple as an object’s movement, the way light interacts with a surface, or even a concept from aerospace or automotive design. The key is to always stay curious and open to new perspectives.

My design style is bold, unconventional, and structurally expressive. I focus on breaking away from traditional forms, using asymmetry and dynamic lines to create designs that feel engineered yet artistic. This approach allows me to push the boundaries of what packaging can be, making it not just a container but an extension of the product’s identity. I was drawn to this style because I believe that form should not only serve function but also tell a story. In my work, I integrate unexpected geometries, sharp contrasts, and strong visual flows to make each design stand out while remaining highly practical. My approach to design is about constantly challenging norms, merging technical precision with creativity, and crafting solutions that leave a lasting impression.

I live between Iran and Turkey, two countries rich in history, craftsmanship, and architectural innovation. This cultural duality deeply influences my design approach, blending the structural precision of Persian engineering with the dynamic and expressive aesthetics of Turkish design. Iran’s heritage in geometry, calligraphy, and intricate patterns has shaped my appreciation for form and structure, inspiring me to experiment with bold lines and asymmetry. Meanwhile, Turkey’s position as a bridge between East and West has exposed me to a fusion of modern industrial design and traditional craftsmanship, reinforcing my focus on both functionality and artistic expression. The advantage of this background is having access to a wealth of design traditions and manufacturing techniques, allowing me to create packaging that is both technically advanced and visually compelling. The challenge, however, lies in navigating the constraints of local industries, where cutting-edge materials and production methods are not always readily available. But these limitations often drive my creativity further, pushing me to innovate within constraints rather than be limited by them.

I work closely with companies by first understanding their needs, market position, and brand identity. The process starts with discussions to identify key requirements and challenges, followed by concept development, where I translate their vision into an innovative design. Collaboration is key, so I ensure companies are involved at every stage—from initial sketches and 3D modeling to prototyping and final adjustments. I use advanced simulation tools to optimize the design before production, ensuring efficiency and manufacturability. My approach is not just about creating packaging but about developing strategic, brand-enhancing solutions that help companies differentiate themselves in the market while maintaining practical functionality.

Companies should see designers as strategic partners, not just executors. A good designer challenges ideas, refines concepts, and brings fresh perspectives. When selecting one, focus on their thinking process, not just their portfolio. The best designers understand both creativity and business impact. Most importantly, give them the space to innovate—great design comes from collaboration, not rigid guidelines.

My design process starts with understanding the client's needs, market, and product identity. I then move to concept development, sketching ideas and exploring forms that balance functionality and visual impact. Once a direction is chosen, I create 3D models and simulations to test structural efficiency and material optimization. Prototyping follows, allowing for real-world evaluation and necessary refinements. Throughout the process, I maintain close collaboration with the client to ensure the final design meets both aesthetic and practical goals. The goal is always to create a solution that feels natural, efficient, and distinctive.

Five of my favorite design items at home are: An ergonomic chair – A perfect balance of comfort and engineering, designed for long hours of work without strain. A modular storage system – Functional and adaptable, making efficient use of space while maintaining a clean aesthetic. A well-designed kitchen knife – Precision, balance, and material quality come together to create an essential everyday tool. A minimalist desk lamp – Simple yet effective, with an adjustable structure that provides both functionality and visual elegance. A reusable packaging container – A practical and sustainable solution that embodies my belief in thoughtful, efficient design.

My day starts with a good breakfast and some time with Nabat, my dog, before diving into work. Mornings are for fresh ideas, sketching concepts, and refining designs while sipping coffee. I check in with my team and clients, making sure projects are on track. Afternoons are a mix of hands-on work with 3D modeling, testing, and problem-solving, but I always take short breaks to chat with friends or step outside for fresh air. Evenings are more relaxed, sometimes spent exploring new design inspirations, researching trends, or just unwinding with music and a good conversation.

Design with curiosity, question every limitation, and let function and emotion shape forms that speak without words.

The biggest positive is the ability to bring ideas to life, turning imagination into something tangible that impacts people and industries. It is a field of constant learning, creativity, and problem-solving. The downside is that great design often goes unnoticed since people rarely appreciate something that works seamlessly. Another challenge is that design is never truly finished, as there is always room for improvement, yet time and resources set limits that must be respected.

A designer must have a sharp problem-solving mindset, the ability to think beyond conventions, and a deep understanding of form, structure, and user interaction. Strong visual storytelling helps communicate ideas effectively, while proficiency in 3D modeling and prototyping tools ensures seamless execution. Adaptability is crucial, as design constantly evolves, and a great designer must be curious, observant, and willing to challenge limitations to create something truly innovative.

My toolbox includes a mix of software, hardware, and inspiration sources that help bring ideas to life. For 3D modeling and design, I use SolidWorks, Rhino, and KeyShot to create precise forms and realistic visualizations. Simulation tools like Ansys allow me to test material efficiency and structural integrity before production. On the hardware side, I rely on sketching tools, digital tablets, and 3D printers for rapid prototyping. Inspiration comes from books on industrial design, engineering, and philosophy, as well as automotive and aerospace innovations. I also stay updated with design competitions, art, and emerging technologies, always looking for unexpected connections that can push my work further.

I manage my time by breaking the design process into clear phases, setting milestones for each stage from concept development to prototyping. Prioritization is key, so I focus on high-impact tasks first, ensuring that creativity flows without getting lost in unnecessary details. I also set time limits for decision-making, preventing over-perfectionism from slowing progress. Taking short breaks helps refresh my perspective, and I stay adaptable, knowing that sometimes the best ideas come when I step away from the screen.

The time required to design an object depends on its complexity. A simple design can take a few days, while more intricate projects, especially those involving structural innovation and advanced prototyping, can take several weeks or even months. On average, a complete design process—from concept development to final prototype—typically ranges between four to twelve weeks, assuming no major revisions or unforeseen challenges.

The question I hear most often is, "Where do your ideas come from?" People expect a single source, but creativity is more like a chain reaction—an unexpected conversation, a pattern in nature, or even a flaw in an old design can trigger something new. Ideas don’t come from one place; they emerge from curiosity, observation, and the willingness to question everything familiar.

My most important job experience was designing packaging for a brand with a 50-year history. They wanted something new yet familiar, a design that felt fresh but carried the essence of their legacy. To achieve this, I focused on seamless continuity, using smooth surfaces and uninterrupted lines. The design allowed a person to trace their fingers across it without ever needing to lift them, reinforcing a sense of familiarity and timelessness. This approach turned their expectation into a tangible form, proving that innovation doesn’t always mean breaking from the past—it can mean evolving it.

We have worked with companies in the lubricant, food, and chemical industries, including some major international brands and regional manufacturers. Kross in Turkey. Patrioun in Dubai are some examples.

I enjoy designing objects that carry a story and a purpose—especially packaging that blends engineering with emotional connection. The most exciting projects are those where a client has a vision that needs to be translated into form, like when a package must feel futuristic or evoke a sense of familiarity. I love working on designs that challenge traditional shapes and structures, pushing boundaries while ensuring the final product remains intuitive and functional. The most rewarding part is when a design doesn’t just serve its purpose but also creates an experience for the user.

My future plans include expanding into the UAE and the United States, bringing innovative packaging solutions to new markets. I am also deeply invested in sustainability, exploring ways to push material efficiency and smart design further. Beyond business growth, I want to focus on educating young and ambitious designers, sharing my experiences to inspire the next generation to think beyond conventions and create with purpose.

I work as part of a collaborative team, but the core ideas and design direction often start with me. I believe that great design emerges from a balance of individual vision and collective refinement. While I develop initial concepts and structure, my team plays a crucial role in refining details, testing feasibility, and optimizing the final product. Creativity thrives in an environment where ideas evolve through discussion and expertise, making teamwork essential to bringing the best designs to life.

I am currently exploring a new approach to surface texturing on plastic products, going beyond traditional mold engraving. I am experimenting with weaving two different materials together on the surface, creating a seamless fusion that appears as if they have melted into each other. This project is not just about aesthetics but also about how it interacts with light, what materials can achieve this effect, and what emotions it evokes. It is a deep exploration of texture, perception, and material behavior.

I can be contacted through our company website, email, or by phone. We are always open to discussing potential projects and partnerships.

Design is not just about creating something new; it is about shaping how people experience and connect with objects in ways they may not even realize. I am constantly searching for new materials, unexpected forms, and unspoken emotions in design, pushing beyond the ordinary. The most exciting part of my work is when a design speaks for itself—when it feels like it has always belonged.