We’ve developed a creative design idea and a package design solution for Zidasht Company to launch their new product categories.
Brief
Brief
Here comes Zidasht, concerned about the new product packages and product positioning and here we go developing a creative design idea and a package design solution.
Insight
For the longest time, Zidasht has been a prominent importer of high-quality food products in Iran. However, due to the international sanctions and border closures, Zidasht came around to making their own quality products. Therefore, we started working on design ideas and packaging solutions.
R&D and Solution
Before deciding on the solutions, we needed to do a market study on the current situation with bakery goods, namely baking flours. Throughout the surveys, we realized that flour packaging and shelving in the market look bland and unappealing. Flour packaging has too much information on them and the shelving do not really attract the common customer to approach any product. Typically, people purchase baking flour or other bakery materials when they absolutely have to, so we had to approach our design more creatively than other brands.
The first and most important solution was to create an eye-catching package design that would attract consumers from miles away. Rather than choosing bland and unattractive colors, we decided to use vibrant and live colors for the packaging.
Instead of bombarding the potential consumer with too many trivial information about the product, we focused on a more minimal approach. A design in which everything is clearly stated and the product packaging self-explains itself.
Unlike competitive brands that use paper packaging so blandly, we selected a distinctive material that would be washable, has a ziplock so the consumer can safely open & close the product, and a packaging that would be feasibly printed in massive numbers.
Ideation and Design
To design an eye-catching and winning product package, we got back to the roots. We decided to position the product as an organic, natural and no chemical product. To design the imagery of the design, we decided to look at the roots of Zidasht as a place. Zidasht is a village in the Alborz Province. It is located in nearby the city of Taleghan and Taleghan lake.
Zidasht and its whereabouts have a distinct imagery of mountains, lake and rivers, and plane trees. The village of Zidasht is a piece of heaven on earth is an understatement and it would not do justice to the undeniably beautiful scenery. It truly captures the essence of Iranian nature.
Illustration
We decided to use the Illustration from this scenery in our packaging, along with a few small touches to further retain the Iranian essence.
Typography
As earlier mentioned, our approach was the capture and re-assert the Iranian and true indigenous essence of Zidasht. We decided to pick the Farsi calligraphy for the brand’s typography. The texts on the package designs are similar to handwriting calligraphy.
Final Design
The final concept turned out beautifully. A package design that not only attempts and succeeds in capturing the essence of the culture of Iran, but also avoids confusing the consumers with too much trivial information.
The package designs turned out to be minimal, all the while also giving sufficient information to the consumer. But this time, not by printing everything on the front of the packaging, but by adding the info. to the sides.
Recipes
Since the product portfolio of the brand is quite diverse, we decided to include useful tips on different recipes for each of the SKUs; e.g. Roggen Flour, Pie Flour, and so on.
Tips were written and printed both in Farsi and English for the consumers for simplicity of use.
The team
Creative Team
— Kaveh Kazemee
Creative & Art Director, Designer
— Soheyla Firooz Ranjbar
Creative Manager, Photographer
Art Team
— Reza Akbari
Persian Calligraphy
— Alireza Jelodar
English Calligraphy
Art Team
— Vahid Eslami
Illustrator
Eric Jones
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