Avand Tazwart n Lqecwal n Lḥelwa by Masoud Najafi Amirkiasar is a highly esteemed winner of the very prestigious 2025 Tarbaḥt A' Design Award n Uzzal in Afeṣṣel n Ukemmus Competition Category.
UzzalAkemmus· 2025
Avand Tazwart n Lqecwal n Lḥelwa
Client: Avand Pastry
Tarbaḥt A' Design Award n Uzzal Winner in Akemmus Category
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About Avand Tazwart n Lqecwal n Lḥelwa
Avand d tawsit n tzewwaqt i d-yettwaxedmen i yiwet n tmarkant n lḥelwa tameẓyant. Tawsit-agi tesɛa krad n tqecwalin n lgato, tabewwaḍt n ṭṭamu akked lekas n ukaɣed. Aẓawan s ufus s ubruc yettwazdi akked unaẓur amitidijital iwakken a d-yefk tiskilin tilelliyin i yecban aẓekki n unaẓur. Azegzaw azuran akked wuraɣ d ini n tmarkant agejdan. Iceṭṭiḍen yettwaẓawen ttbeggin-d ambiwel n ufus deg lḥelwa akked leɛnaya i d-yettwaqeddcen deg tewwurt-is. Tarrayt tarmiḍant n timmugant tettwasexdem, dɣa lqecwal ttɛeqaben ttbeggin-d tiskilin n unaẓur imgaraden, mačči d yiwet n tsuret ur nettbeddil ara.
The Recognition
About the Tarbaḥt A' Design Award n Uzzal
Avand Tazwart n Lqecwal n Lḥelwa d amerbaḥ n Tarbaḥt A' Design Award n Uzzal, tagmat i yisnulfa yelhan i yemmalen ayen i d-ttrajun yimdanen seg yisnulfa yelhan. Imerbaḥen n Uzzal ttbanen d tmusni, tmahilt d tazmert n yimahilen-nsen. Avand Tazwart n Lqecwal n Lḥelwa ad yili d asnulfu yettwaɛezzen, yelhan, amaynut. Isnulfa-a ttwaɛezzen imi ɛawnen deg tudert, rran ddunit ugar n lxir.
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
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