Avand Munus Primarium: Involucrum Dulciariorum by Masoud Najafi Amirkiasar

Avand Munus Primarium: Involucrum Dulciariorum by Masoud Najafi Amirkiasar is a highly esteemed winner of the very prestigious 2025 Praemium A' Design Award Ferreum in Designatio Involucri Competition Category.

FerrumInvolucrum· 2025

Avand Munus Primarium: Involucrum Dulciariorum

by Masoud Najafi Amirkiasar

Client: Avand Pastry

Praemium A' Design Award Ferreum Winner in Involucrum Category

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Colors

The Design

About Avand Munus Primarium: Involucrum Dulciariorum

Textus Libri: Avand est series involucrorum quae pro nobili dulciariorum signo creata est. Copia tres arcas placentarum, arcam crustulorum, et poculum chartaceum complectitur. Pictura manu penicillo facta cum arte digitali coniungitur ut formae liberae efficiantur quae operi artis similes sunt. Viridis obscurus et aureus colores praecipui signi adhibentur. Superficies pictae naturam manu factam dulciariorum et curam in fabricatione adhibitam reflectunt. Ratio identitatis dynamica applicatur, ita ut involucra varias impressiones artificiosas ferant potius quam unum exemplar fixum.

The Recognition

About the Praemium A' Design Award Ferreum

Avand Munus Primarium: Involucrum Dulciariorum victor est Praemii A' Design Award Ferreum, honoris amplissimi formis bonis dati, quae postulatis professionalibus et industrialibus ab creationibus bene formatis exspectatis satisfaciunt. Victores Ferrei magnam peritiam, altam specializationem, intellectum periti et facultatem creandi auctorum suorum ostendunt. Exspectatur Avand Munus Primarium: Involucrum Dulciariorum creationem multum aestimatam, admiratam et carissimam, practicam et novam fore. Haec forma Ferreo victa optimas industriae consuetudines integrat et proprietates technicas idoneas, cum scientia et talento coniunctas, habet. Avand Munus Primarium: Involucrum Dulciariorum ob diligentiam suam honoratur et ad vitae qualitatem emendandam formatum est, ut mundum meliorem reddere iuvet.

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