Parsirang Runtu Ruraq by Mohsen Koofiani

Parsirang Runtu Ruraq by Mohsen Koofiani is a highly esteemed winner of the very prestigious 2025 A' Design Award Burunsi Premiu in Pilluchina Kamay Competition Category.

BurunsiPilluchina· 2025

Parsirang Runtu Ruraq

by Mohsen Koofiani

Client: Parsirang Eggs

A' Design Award Burunsi Premiu Winner in Pilluchina Category

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Verified Award Winner

Verify Award Status for #171319

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Colors

The Design

About Parsirang Runtu Ruraq

Ruway wasichapi, ruraqqa sinchi sapaq riqsichikuyniyuq p'akillay ruwayta munarqan. Payqa huk wallpachata chalinayuqta siq'irqan chakrapa kawsayninta, musuq imaynatachus yuyarichinanpaq. Q'illu llimp'iqa runtupa q'illu ukuninta pachariq q'uñi kaytawan rikuchirqan, puka llimp'iñataqmi kallpata cheqaq kaytawan yapapurqan. Qelqa ruwayqa sinchi sut'illataqmi karqan, usqhaylla willakuyta apachiykunapaq. Achkha pachapi allinchasqamanta, tukukuy ruwayqa manaña p'akillaypaqlla karqanchu; willakuq karqan huk chakrapa kawsayninta musuq runtukunamantawan, rantikunaman iñiyta allin kaytawan apachispa.

The Recognition

About the A' Design Award Burunsi Premiu

Parsirang Runtu Ruraq A' Design Award Burunsi Premiu mishak kan, jatun yupaychay, kayta mana shuk shina, mushuk yuyaypi, yuyaypi shinallatak chaskik kaypi riksishka diseñukunaman kun. Burunsi mishak kashkakunaka ruray ushayta charik shinallatak mancharina mushuk rurashkakunami, paykunata rurakkunapak achka yachayta, yuyayta shinallatak ruray ushayta rikuchinku. Parsirang Runtu Ruraq sinchi yupaychashka, kuyashka shinallatak riksishka shuk ruray kanata munanku, ruray yuyaywan shinallatak mushuk yuyaywan. Kay Burunsi Premiu japishka diseñuka arti, siensia, diseñu shinallatak tekinolojíapi ashtawan alli ruraykunata tantachin shinallatak ima ukumanta rikuypi sumak kan. Parsirang Runtu Ruraq mañaykunata alli paktachin, munaykunata llankan, shunkuta kuyachin shinallatak yachayta munayta kallarichin.

Behind the Design

Press Kit

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

Unique Properties: This packaging design, alongside its structure (cellulose and sustainable design), conveys freshness, naturalness, and high quality. Its graphic design, featuring a hand-drawn hen with a headscarf and shawl in warm colors (yellow: symbolizing freshness and sun, red: energy, white: purity), evokes a traditional, trustworthy brand focused on natural, local eggs. This style stands out on store shelves, fostering an emotional bond with customers and a sense of nostalgia.
Dimensions & Packaging: Pack 6: Width 150mm, Depth 105mm, Height 75mm
Pack 10: Width 240mm, Depth 110mm, Height 75mm
Pack 10: Width 290mm, Depth 110mm, Height 75mm
Tags: Parsirang egg, Eggs, Packaging, Fun, Designing, Cellulose packaging
Production Technology: Sustainable Cellulose Packaging + Label
The designs were done by hand using ink and pen techniques and were colored with watercolor to create a sense of nostalgia in the design.
Design Challenge: The designer had to balance aesthetics, functionality, marketing, and mass production to create an attractive, practical, and cost-effective package. By overcoming these challenges, the final design became a commendable solution that is both visually striking and highly functional.
Research: This packaging design wouldn't be possible without thorough research. From analyzing customer and competitor behavior to selecting colors, materials, and marketing strategies, all were shaped by scientific and empirical studies. The result is a functional, distinctive package that effectively connects with the target market and has a strong impact.
Inspiration: The designer, inspired by rural life, traditional poultry farms, natural colors, and handmade designs, has aimed to evoke quality, freshness, and an emotional connection with the customer. This design, rather than feeling industrial or modern, focuses on the warmth and naturalness of the product, setting it apart from typical packaging.
Project Duration: The project started in March 2024 in Shiraz, Iran, and finished in October 2024 in Shiraz, Iran
Operation Flow: This packaging goes beyond design, creating effective emotional, visual, functional, and marketing interactions. As a result, it not only enhances the product's appeal but also engages customers, strengthens trust, and ultimately boosts sales and customer loyalty.
Image Credits: Creator, Illustration and Design: Mohsen Koofiani