Sajad Izadi · CLIENT: Hekayat Qand Parsi
Samarqand is a packaging design for Qazvin baklava, a traditional Iranian sweet made mainly from powdered pistachios. The cardboard box is printed by offset with a UV base and finished with a matte water based coating that creates a tactile texture. Embossing adds detail and focus in selected areas, while metallic green and gold colours suggest value. The illustration combines traditional and modern Iranian styles, using pistachio images and diamond shapes that recall the form of the pastry. A single unit box is also offered for smaller purchases.
Press Kit
- Unique Properties
- Baklava Qazvin is one of the most valuable traditional sweets of Iran.
This pastry is made up of more than 90% edible nuts, with powdered pistachios being its main base.
The brand archetype is careful, as one of the characteristics of this archetype is generosity and trustworthiness. Another archetype is the Sage, which symbolizes an old man,a wise, scholarly, and knowledgeable character who believes in knowledge. - Dimensions & Packaging
- Width: 260mm Depth: 38mm x Height: 200mm
- Tags
- Packaging design, Art, Sweets , Baklava, Design, Graphic Design, Illustration, Iranian Illustration
- Production Technology
- In the packaging printing, a matte coating technique on cardboard and water-based materials has been used to create a tactile texture.
In some areas, embossing has been employed to draw attention, create focus, and add more detail.
Offset printing with UV base was used for this project.
The metallic nature of the green and gold colors conveys a greater sense of value to the audience. - Design Challenge
- Combining art with the printing industry has always been challenging.
Researching printing materials and controlling them must always be accompanied by prototyping, which the designer must do several times.
However, the real difficulty lies in figuring out how to use art in service of the market in a way that is acceptable to people.
The designer always reaches the final conclusion by experimenting with different ideas, evaluating them, and consulting with market experts. - Project Duration
- The project started in August 2023 in Qazvin and finished in March 2024 in Qazvin and was launched in the Iran market.
- Operation Flow
- The design style of this product harks back to Iran's past, combining both traditional and modern illustration styles, though both are inherently Iranian.
Images of pistachios are used throughout the design, with green being the dominant color, evoking freshness and the pistachio itself.
Diamond-shaped patterns are predominantly used, reflecting the final shape of the baklava.
The dreamlike quality of the imagery stems from the mysterious nature of the archetype of the old angel. - Research
- Baklava is one of the most expensive pastries among sweets, but aside from the quality of the product, luxurious packaging could greatly contribute to its sales.
To make purchasing in smaller sizes possible, single-unit packaging has also been designed.
Combining authentic art with modern industry can create something truly remarkable. - Inspiration
- In Iranian legends, winged angels were depicted as the source of knowledge on Earth.
They were knowledgeable in the sciences of astronomy, medicine, and geology.
The designer has attempted to use this character for the brand, as it has been a suitable source of inspiration for its archetype.
This wise old man is generous and brings blessings from the heavens to the people of Earth. - Image Credits
- Graphic Designer: Sajad Izadi
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