Avand Shaqada Ugu Weyn: Xirmada Roobbaanka (Pastry) by Masoud Najafi Amirkiasar

Avand Shaqada Ugu Weyn: Xirmada Roobbaanka (Pastry) by Masoud Najafi Amirkiasar is a highly esteemed winner of the very prestigious 2025 Abaalmarinta Birta ah ee A' Design Award in Naqshadeynta Xirmooyinka Competition Category.

BirXirmooyin· 2025

Avand Shaqada Ugu Weyn: Xirmada Roobbaanka (Pastry)

by Masoud Najafi Amirkiasar

Client: Avand Pastry

Abaalmarinta Birta ah ee A' Design Award Winner in Xirmooyin Category

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Colors

The Design

About Avand Shaqada Ugu Weyn: Xirmada Roobbaanka (Pastry)

Qoraalka Buugga: Avand waa taxane xirmo oo loo sameeyay astaan ganacsi oo yar oo takhasus ku leh roobbaanka (pastry). Taxanaha wuxuu ka kooban yahay saddex sanduuq oo keega ah, sanduuq buskud, iyo koob waraaqeed. Rinjiga burushka gacanta lagu qaado ayaa lala isku daray farshaxanka dhijitaalka ah si loo abuuro qaabab xor ah oo u eg shaqo farshaxannimo. Midabka cagaaran ee qoto dheer iyo dahabka ayaa loo isticmaalay midabada aasaasiga ah ee sumadda. Dusha rinjiyeysan ayaa muujisa dabeecadda gacanta lagu sameeyay ee roobbaanka iyo daryeelka lagu bixiyay inta lagu jiray wax soo saarka. Habka aqoonsiga firfircoon ayaa lagu dabaqay, taasoo keeneysa in xirmooyinku ay sitaan taathirro farshaxan oo kala duwan halkii ay qaadan lahaayeen hal qaab oo go'an.

The Recognition

About the Abaalmarinta Birta ah ee A' Design Award

Avand Shaqada Ugu Weyn: Xirmada Roobbaanka (Pastry) waa guuleystaha Abaalmarinta Birta ah ee A' Design Award, aqoonsi sharaf leh oo la siiyo naqshado wanaagsan oo buuxiya shuruudaha xirfadeed iyo kuwa warshadeed ee laga filayo hal-abuurro si wanaagsan loo naqshadeeyay. Guuleystayaasha Birta waxay muujiyaan xirfad weyn, takhasus sare, fahan khabiir iyo awood hal-abuur oo abuurayaashooda. Avand Shaqada Ugu Weyn: Xirmada Roobbaanka (Pastry) waa hal-abuur la filayo inuu noqdo mid aad loo tixgeliyo, la ixtiraamo oo la jecel yahay, wax ku ool ah oo cusub. Naqshadahan ku guuleystay Abaalmarinta Birta ah ee A' Design Award wuxuu isku daraa hab-dhaqannada ugu wanaagsan warshadda wuxuuna leeyahay sifooyin farsamo oo karti leh oo ku xiran aqoon iyo hibo. Dhammaystirkeeda awgeed, Avand Shaqada Ugu Weyn: Xirmada Roobbaanka (Pastry) waa mudan ixtiraam, waxaana loo naqshadeeyay inay keento hagaajin nololeed oo ka caawisa in adduunka laga dhigo meel ka wanaagsan.

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