Avand Ihe Ọrụ Bụ Isi: Ngwugwu Achịcha by Masoud Najafi Amirkiasar

Avand Ihe Ọrụ Bụ Isi: Ngwugwu Achịcha by Masoud Najafi Amirkiasar is a highly esteemed winner of the very prestigious 2025 Ihe Nrite A' Design Award nke Igwe in Nhazi Ngwungwu Competition Category.

IgweNgwungwu· 2025

Avand Ihe Ọrụ Bụ Isi: Ngwugwu Achịcha

by Masoud Najafi Amirkiasar

Client: Avand Pastry

Ihe Nrite A' Design Award nke Igwe Winner in Ngwungwu Category

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Colors

The Design

About Avand Ihe Ọrụ Bụ Isi: Ngwugwu Achịcha

Ederede Akwụkwọ: Avand bụ usoro ngwugwu e mepụtara maka otu ụlọ ọrụ achịcha pụtara ìhè. Ngwugwu ndị a gụnyere igbe achịcha atọ, igbe kuki na iko akwụkwọ. E ji aka ese ihe jikọta ya na nka dijitalụ iji mepụta ụdịdị nnwere onwe nke yiri ọrụ nka. A na-eji akwụkwọ ndụ ọcha na ọla edo dịka isi agba brand. Elu ihe e sere agba na-egosipụta na achịcha ndị a bụ aka ejiri kpụọ ha yana nlezianya e tinyere n'oge e ji arụ ha. E ji usoro njirimara na-agbanwe agbanwe rụọ ọrụ, nke mere na ngwugwu ndị a na-egosipụta ụdị nka dị iche iche kama otu ụdịdị a kwụsiri ike.

The Recognition

About the Ihe Nrite A' Design Award nke Igwe

Avand Ihe Ọrụ Bụ Isi: Ngwugwu Achịcha meriri A' Design Award nke Igwe, nnabata dị ugwu e nyere design ndị dị mma nke na-emezu ihe ndị a chọrọ n'ọrụ na ụlọ ọrụ nke a na-atụ anya n'ihe e kere eke ndị e mere nke ọma. Ndị meriri na Igwe na-egosi nka buru ibu, ọkachamara dị elu, nghọta ọkachamara na ikike imepụta nke ndị kere ha. A na-atụ anya na Avand Ihe Ọrụ Bụ Isi: Ngwugwu Achịcha ga-abụ ihe e kere eke a na-asọpụrụ nke ukwuu, a na-eto na a hụrụ n'anya nke bụ ihe bara uru ma dị ọhụrụ. Design a meriri A' Design Award nke Igwe na-ejikọta ụzọ kacha mma nke ụlọ ọrụ ma nwee àgwà teknụzụ kwesịrị ekwesị jikọtara na ihe ọmụma na talent. A na-asọpụrụ Avand Ihe Ọrụ Bụ Isi: Ngwugwu Achịcha maka nlezianya ya ma e mere ya ka ọ nye mmeziwanye ndụ nke na-enyere aka ime ka ụwa bụrụ ebe ka mma.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Handmade pastry is created artistically and conveys a distinct and special experience to the audience. Using color Brushes and free forms as a work of art symbolizes a taste experience that is unique and beyond the ordinary experience that might be found elsewhere.
Dimensions & Packaging: Cake Box 1: Width 110 mm x Depth 105 x Height 105mm
Cake box 2: Width 210 mm x Depth 210 x Height 105mm
Cake box 3: 310 x 310 mm
Cookie box: 250 x 87 x 45 mm
Paper Cup: 360 cc
Tags: Packaging, Design, Pastry, Cake, Cookie,
Production Technology: A combination of hand brush painting and digital art is used to provide the new forms from scratch while attempting to be unique which comprises the main design of the packages.
The main insight comes from the meticulous attention employed while producing the pastry including handmade materials, attention to the beauty, & transparency in production.
Design Challenge: The hardest part of the design project was convincing the founders to admit the suggested dynamic identity approach to the design, which led to a rather large production dimension, which led to more investment. Another challenge was the acceptability of such an approach for the consumer as it put a heavier cognitive burden.
Research: The research methodology is mainly based on open-ended interviews with founders and a group of customers familiar with the cafe's background in the business. The research objective was to portray what the founders exactly had in mind as well as consumer insight about the pastry as it exists elsewhere and as they experienced it in the previous cafe. The research has also tested how pastry can be a stimulus for happiness in a society that is hardly achieved through ordinary channels in a way that AVAND might act as a facilitator to this goal.
Inspiration: The Design is inspired by art, painting, and brush effects.
Avand is a boutique Pastry with a remarkable background in cafe and pastry experience in the city where it was launched. Like an artist and a source of inspiration, Avand inspires people to be happy through the experience of pastry leaving a sweet effect on the customer’s mind. Each handmade pastry leaves a unique impression on the mind of the consumer.
Project Duration: The project started In Istanbul in November 2023 and finished in February 2024. This project was Printed in Iran and Published in Rasht, Iran
Operation Flow: The combination of deep green and gold Colors, as the brand's Primary Colors reminds the original identity
Image Credits: Designer: Masoud Najafi.
Strategist: Nima Saade