COMMISSIONED BY DEEEZ.CO
ART DIRECTOR:SEYYED MOSTAFA SEYYED EBRAHIMI
CREATIVE DIRECTOR:YEKTA JEBELLI
ILLUSTRATOR:MOHAMMAD REZA PARSA
CLIENT: TASTE OF PERSIA LTD, UK
Saffron was cultivated, used as a dye and woven into expensive materials, before it was a staple of every Middle Eastern country. The importance that Saffron holds to Persian cuisine, however, cannot be overstated. This unique spice has enjoyed a special place in Persian food, art, trade, and medicine, forming an intimate bond to Persian culture.
Persiana Saffron was born out of respect for quality of Persian saffron and with the aim to share the versatile cooking opportunity and health benefits of saffron with the rest of the world. For centuries the “Red Gold” has been associated with bright colours and exclusivity. Saffron was the symbol of affluence and power in the courts of kings and emperors and to this day it is prized as a rare and exceptional spice in the finest kitchens of the world.
Persaina Saffron continues this legacy by reintroducing pure Persian Saffron and all its glory.
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.
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.