Avand Ts'ebetso ea Mantlha: Sepokotho sa Lino tse Bapehiloeng by Masoud Najafi Amirkiasar

Avand Ts'ebetso ea Mantlha: Sepokotho sa Lino tse Bapehiloeng by Masoud Najafi Amirkiasar is a highly esteemed winner of the very prestigious 2025 Moputso oa Tšepe oa A' Design Award in Moralo wa Phuthelo Competition Category.

TšepePhuthelo· 2025

Avand Ts'ebetso ea Mantlha: Sepokotho sa Lino tse Bapehiloeng

by Masoud Najafi Amirkiasar

Client: Avand Pastry

Moputso oa Tšepe oa A' Design Award Winner in Phuthelo Category

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Colors

The Design

About Avand Ts'ebetso ea Mantlha: Sepokotho sa Lino tse Bapehiloeng

Mongolo oa Buka: Avand ke letoto la lipokotho tse entsoeng bakeng sa mophato oa boutique oa lino tse bapehiloeng. Letoto lena le kenyelletsa mabokose a mararo a k'eiki, lebokose la likuki le enomane ea pampiri. Ho penta ka letsoho ho kopantsoe le bonono ba dijithale ho theha meaho e lokolohileng e tšoanang le mosebetsi oa bonono. Botala bo botenya le kgauta li sebelisoa e le mebala ea mantlha ea khoebo. Libaka tse pentsoeng li bonts'a tlhaho ea ho etsoa ka letsoho ea lino tsena le tlhokomelo e nkoang nakong ea tlhahiso. Mokhoa o phehang oa boitsebiso o sebelisoa, kahoo lipokotho tsena li tšoara maikutlo a fapaneng a bonono ho fapana le mokhoa o le mong o tsitsitseng.

The Recognition

About the Moputso oa Tšepe oa A' Design Award

Avand Ts'ebetso ea Mantlha: Sepokotho sa Lino tse Bapehiloeng ke mohapi oa Moputso oa Tšepe oa A' Design Award, kananelo e hlomphehang e fuoang meralo e metle e finyellang litlhoko tsa porofeshenale le tsa indasteri tse lebelletsoeng ho lintho tse hlahisitsoeng tse entsoeng hantle. Bahapi ba Tšepe ba bontša bokhoni bo boholo, bokhethehi bo phahameng, kutloisiso ea litsebi le bokhoni ba boqapi ba baqapi ba bona. Avand Ts'ebetso ea Mantlha: Sepokotho sa Lino tse Bapehiloeng e lebelletsoe ho ba ntho e hlahisitsoeng e hlomphuoang haholo, e ratoang le e ratehang, e sebetsang le e nang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Tšepe oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa ea indasteri mme o na le litšobotsi tsa theknoloji tse nang le bokhoni tse amanang le tsebo le talenta. Ka lebaka la botlalo ba eona, Avand Ts'ebetso ea Mantlha: Sepokotho sa Lino tse Bapehiloeng e tšoanelehela tlhompho mme e entsoe ho fana ka ntlafatso ea bophelo e thusang ho etsa hore lefatše le be sebaka se molemo.

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