Shirin is a wine brand whose name was inspired by a cherished love story in Persian literature. This emblem of unwavering love, has woven itself into the cultural memory of Iran so deeply that lovers are often likened to its main characters Shirin and Farhad. Naming the brand after the story’s main character, summons the concept of love and beyond the story, Shirin literary means “sweet"; a fitting reflection of the wine tase itself. What distinguishes this packaging is, without doubt, the narrative and heritage that run through its core. Wine is a drink of intimate moments and romantic encounters; how fitting, then, for a brand to carry within it an ancient love story. To carry a premium feel, the challenge lay in the selection of materials and production techniques. We employed embossing, foil stamping, premium paper, and high-quality materials, as well as matured tones harmonized with gold accents to create a sophisticated identity. From a design perspective, the key question was how to strike a balance between the authenticity of a classical narrative and the sensibilities of a younger audience. To avoid positioning the brand as overly traditional, we created a visual language that exists in-between. And what better way to tell a story than illustration? The illustrations follow this same delicate balance: not so traditional as to create distance, and not so modern as to dilute the essence of the story. Shirin is pictured on horseback, journeying toward Farhad, with golden coins she brought as gifts. The illustrations are inspired by Persian miniature painting, reinterpreted in a modern abstract style. The logotype and color palette were carefully chosen to suggest Persian sensibility. Shirin is more than wine; it is a tale of love, a thread of culture, inviting each sip to become a moment of connection.

Ruwais is a saffron brand inspired by the name of an old port in Qatar, chosen by founders for its heritage and deep roots. At the same time, saffron is a symbol of Iranian heritage, and this dual sense of authenticity guided our approach in shaping the brand’s visual identity and packaging. We leaned toward a classic Eastern aesthetic to remain true to the brand’s cultural depth. One key design element we developed was a watercolor texture created with saffron-infused water, evoking the organic patterns formed by saffron stains. This unique texture became a signature part of the brand’s imagery. Additionally we drew inspiration from saffron stigmas to create narrative illustrations for three premium products. These illustrations depict cultural symbols from Khorasan region in Iran, including traditional music, local architecture, and folk dance, all rendered with subtlety and grace. Given the deep appreciation for calligraphy in Arab culture, we designed the sign using the Thuluth script, a classic Arabic calligraphic style known for its historical significance. Additionally we shaped the sign to resemble old seals, to enhance the premium feel of the packaging. For English logotype, we maintained this classic tone by selecting a typeface that complement the traditional aesthetics.

When Yallayum approached us to craft their visual identity and packaging design, we knew this project would be as refreshing as the products themselves. Yallayum is a snack brand committed to using the finest natural ingredients, and even its name carries an inviting energy. The brand name is a clever blend of “Yalla” (meaning “come on” in Arabic) and “Yum,” evoking a call to rush over and indulge in something irresistibly delicious. Our design strategy was guided by the nature of the product and the competitive market in which Yallayum operates. The visual language needed to strike a balance—expressive yet not overly talkative, vibrant yet with a quiet confidence. The goal was to convey freshness and quality with simplicity and impact. Since the brand prides itself on delivering snacks with a just-picked freshness, we chose to feature imagery of fresh fruits prominently. To create a sense of place and cultural connection, we blended these fruit visuals with illustrated elements of UAE’s urban landscapes, integrating iconic landmarks into the design. This approach not only grounds the brand in its regional roots but also adds a playful yet sophisticated twist. The illustrations themselves were crafted in black and white, allowing the vividness of the fruits to shine through high contrast. This thoughtful use of color not only emphasizes the product’s natural appeal but also guides the viewer’s attention directly to the heart of the brand’s promise: freshness and flavor. The illustration style walks the line between the whimsical and the realistic; not too cartoony, yet not entirely lifelike; striking a tone that feels modern, approachable, and authentic. The result is a visual identity that doesn’t just sit on the shelf but actively invites consumers to engage. Yallayum’s packaging isn’t merely a wrapper; it’s a conversation starter, a reminder to take a break, and an open invitation to savor the simple joys of a naturally delicious snack.

Jo café and restaurant was one of the first brands in Iran that set out to redefine the experience of fine dining, creating a space where food is more than just nourishment; it is a celebration of taste, connection, and shared moments. The challenge was to craft a new brand identity and spatial experience that resonated with a diverse audience; from children to grandparents, without sacrificing authenticity or sophistication. The core concept revolved around flavor diversity, freshness, and emotional connection, ensuring that every dish and every moment at Jo felt special. We developed a dynamic visual identity that reflects the vibrant diversity of Jo’s offerings. The logotype, with its clean yet playful form, mirrors the balance between simplicity and adventure. For Jo, we chose green as the primary brand color, symbolizing both the natural essence of the brand and its commitment to growth and progress. Green evokes freshness and sustainability, aligning perfectly with Jo’s brand values and its focus on wholesome, quality food. The visual identity of Jo incorporates illustrative graphics inspired by key elements of the dining experience. We drew on forms and shapes from food ingredients, tableware, and restaurant objects to create a visual storytelling approach that enhances brand recognition. These elements contribute to building a cohesive and dynamic brand world, where every graphic element serves a purpose in conveying Jo’s narrative. A modern aesthetic was a priority throughout the design process. We ensured that all visual forms, from illustrations to graphic motifs, maintained a contemporary feel. This modernity extends into the brand’s typography as well. The type design features clean lines and thoughtful contrasts, adding depth and visual interest to the overall brand presentation. Our design approach focused on creating contrast within visual forms, combining organic shapes with structured design elements. This interplay of form and function helped us communicate a sense of balance, where natural inspiration meets modern execution. The result is a fresh and inviting brand identity that not only reflects Jo’s values but also sets the tone for an engaging and memorable customer experience across all brand touchpoints.

The project’s name means “to harvest” in Persian language. The client wanted to tap into the growing bakery trend in Iran by offering specialty, artisanal bread while maintaining a playful, modern, and approachable image. The goal was to cultivate a space where customers feel at ease, while fostering an atmosphere of warmth, connection, and vibrancy. Their vision? To create a simple yet dynamic concept where each branch, while preserving core visual identity elements, has its own distinct color. The flagship store, for instance, adopted blue; a sharp, iconic shade intentionally chosen to break away from the conventional warm, neutral tones often associated with bakeries (think beige, cream, and floury whites). For Dero, we developed a simple, bold logotype paired with a matching Latin typeface. This logotype served as the foundation for creating a versatile pattern, which became a key element in packaging design as well. To enhance the playful yet minimalist identity, we also created a series of simple, charming illustrations designed to evoke a sense of temptation and encourage purchases, all while keeping the aesthetic fresh, modern, and minimal to align with the tastes of younger audiences. To stand out in the market, we incorporated relatively sharp, unconventional colors, an unexpected but intentional choice in the bakery industry. Our strategy extended to creating images and visuals that convey warmth, coolness, and a sense of ease, with a subtle touch of humor. The overarching goal was to craft a clean, understated, yet dynamic brand identity that could flexibly meet the diverse needs of the business while remaining memorable and engaging. In less than a year, Dero successfully opened its second branch, this time in a larger space, while maintaining the core identity. To keep the dynamic, adaptable visual concept alive, the new location was distinguished by a fresh pink color scheme. Dero also quickly established a strong presence on online sales platforms, efficiently reaching and engaging its target audience.

Qatrun is a manufacturer of automotive oils and industrial additives. The core idea behind its identity design was the symbolic form of an oil droplet, expanded through refined structures and light play. The color system was inspired by the rainbow effect on oil, creating vibrant tones that, in contrast with black, emphasize a premium feel and set the brand apart from competitors. Fluid elongated lines echo the motion of car headlights at high speed, adding a sense of dynamism and flow to the visual language. Identity applied consistently across touch points, from packaging to booth design.

This project was developed for a long-established, authentic bakery that needed to reposition itself within an increasingly competitive market shaped by a new generation of contemporary bakeries. The challenge was not simply to modernize the brand visually, but to preserve its sense of familiarity and heritage while making it feel more relevant to younger audiences. Our approach extended across the entire brand experience: from visual identity design and packaging systems for a wide range of products, to the interior design language of the store itself. We introduced a playful illustration style filled with warm, charming, and character-driven elements that brought a more human and approachable personality to the brand. The brand’s original orange color, which had long been part of its recognition, was carefully preserved as a core asset of the identity. Rather than replacing it, we evolved it into a more vibrant and energetic tone.

Zhivar is the name of a café inspired by the atmosphere of a specific region in Iran; one rooted in Kurdish culture. The owners of the brand are of Kurdish heritage, and they wanted their cultural identity to be reflected throughout the café experience. For the visual identity design, we turned to their Kurdish roots as well as the café’s name, which itself is a Kurdish word meaning “Life.” We studied the ancient art history of the region expressed through early engravings, pottery, local crafts, and later woven into the traditions of handmade carpets that have evolved over centuries and reached us today. We curated a collection of these traditional forms, modernized them, and incorporated them into a series of illustrations as part of the visual language we determined for the brand. These included motifs inspired by plants, dance, musical instruments, singing, as well as birds and horses symbolizing freedom and strength. Our goal was to build a meaningful bridge to the cultural origins of the brand. We also aimed to present the products offered by the café in a contemporary visual style that would feel engaging and appealing to the audience. For the brand’s color palette, we selected hues drawn from the natural landscape of Kurdistan: shades inspired by mountains, local plants such as henna, and the earthy tones characteristic of the region. In typography, we incorporated Kurdish words and terms rooted in Kurdish culture and written in expressive calligraphic forms to enhance their beauty. These key words referenced concepts such as the beginning of the day, freedom, and other culturally rooted phrases. We went beyond the literal meaning of these words and expressed their essence visually, through form. In certain parts of the project, we used concrete poetry techniques, creating imagery sculpted through the arrangement of words. The interior design of the café was developed in alignment with the visual identity as well. With the cohesive aesthetic formed through branding and spatial design, Zhivar quickly became a popular and distinctive gathering place; one that not only provided a pleasant experience but also invited visitors to connect with the culture of the owners. In essence, Zhivar was not only a brand identity design; it was the integration of an entire value system, beliefs, traditions, and the historical memory of a culture into a core identity. Zhivar identity design is both profoundly cultural and artistically modern.