Persiana

Agency: DEEEZ.CO
Art Director: Seyed Mostafa Seyed Ebrahimi
Creative Director: Yekta Jebelli
Illustrator: Mohammadreza Parsa
Location: Iran
Project Type: Produced
Client: Taste of Persia Co.
Product Launch Location: Global
Packaging Contents: Saffron
Packaging Substrate / Materials: Glass, Paper
Printing Process: Offset

Saffron, or red gold, is one of the most authentic and valuable spices from Iran which is extracted from the saffron crocus. The climatic conditions of northeastern Iran have made this plant distinct from saffron cultivated in other regions. Fields with sweeping views of the saffron crocus, birds, mountains, and women harvesting the spice are without a doubt exceptional. Visiting the saffron fields was not only an opportunity for us to witness this beauty, but it also gave us the initial idea for the packaging.

One distinguishing factor of this brand of saffron lies in the fact that it is organic. In other words, no chemical fertilizer is used at any stage, from planting to harvesting, picking to packaging. The organic nature of this product, as well as our experience visiting the pristine saffron fields, reminded us of an old Iranian painting style known as “flowers and birds,” which consists of the two elements of flowers and birds and is typically featured on traditional Iranian penholders and other decorative items. Elements of this painting style are inspired by nature, flowers, and birds.

Though Persiana is an English brand based in the UK, one of its products is Iranian saffron.

What’s Unique?
The packaging was designed with a slider form inspired by the shape of Iranian penholders. Based on our experience visiting the saffron fields, we decided to use an image of the saffron crocus and birds on the packaging, which took inspiration from the Iranian “flowers and birds” painting style. This reminds us both of the Iranian origin and value of the product as well as its being organic.