Samarqand
Baklava Qazvin Packaging Design for Hekayat Qand Parsi
Qazvin Baklava is one of the traditional sweets of Qazvin city. This pastry is made from edible nuts such as pistachios, almonds, cashews, walnuts, and hazelnuts, with ground pistachios being its main ingredient, giving it a distinct green color. The primary brand archetype is the Caregiver, chosen for its key traits of generosity and health promoting qualities. Another archetype is the Sage, symbolizing a wise, knowledgeable, and learned figure, someone who believes in knowledge and uses it to create health based products.
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Samarqand by Sajad Izadi
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Baklava Qazvin Packaging Design by Sajad Izadi
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Sajad Izadi Samarqand
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Sajad Izadi Baklava Qazvin Packaging Design
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Hekayat Qand ParsiBrand Logo
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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.
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
Project Overview
Samarqand Baklava Qazvin Packaging Design has been a Silver winner in the Packaging Design award category in the year 2024 organized by the prestigious A' Design Award & Competition. The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.
Silver Recognition
Sajad Izadi was recognized with the coveted Silver A' Design Award in 2025, a testament to excellence of their work Samarqand Baklava Qazvin Packaging Design.
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