HEIDARIAN
Persian Rugs
Client
Heidarian
Year
2023
Deliverables
Brand Identity, Print
Industries
Art & Culture
The Heidarian family has been producing hand-woven carpets in the village of Dehkord since 1890. The carpets they weave contain a multitude of tales. Therefor, to stay faithful to the brands cultural roots, the carefully hand-crafted illustration of a double-headed sheep is designed to reflect the characteristics of these unique hand-woven rugs.
To keep their identity everlasting as their carpets are, all visual aesthetics in packaging, tags, illustrations, videos and imagery guideline are created to facilitate the brand’s communication to its audience.
To keep their identity everlasting as their carpets are, all visual aesthetics in packaging, tags, illustrations, videos and imagery guideline are created to facilitate the brand’s communication to its audience.
To keep their identity everlasting as their carpets are, all visual aesthetics in packaging, tags, illustrations, videos and imagery guideline are created to facilitate the brand’s communication to its audience.
East by West, a recently established restaurant in Tehran, is conceived around the concept of harmonizing culinary traditions from East to West. The restaurant was founded by a chef whose passion for global flavors inspired a menu that seamlessly blends tastes and techniques from across continents. Complementing its dishes, East by West also offers a curated selection of spices sourced from both regions, celebrating the art of balance and contrast that characterizes its cuisine.
The visual identity of East by West draws direct inspiration from its name. East by West evokes the Silk Road a historic route that connected cultures, flavors, and aesthetics. This narrative serves as the foundation for the brand’s design language. The visual system draws inspiration from the symbolic animals of the two ends of the Silk Road the elephant and the camel representing the convergence of East and West.
The design approach captures this fusion through a contemporary yet culturally rooted aesthetic, combining rich textures, organic forms, and subtle graphic gestures reminiscent of traditional trade routes and patterns. The result is a distinctive identity that embodies movement, exchange, and discovery mirroring the journey of taste that defines the restaurant experience.
Every visual element, from typography to color palette and iconography, was developed to reflect the harmony between contrast and connection: bold yet refined, traditional yet modern. East by West’s identity stands as a visual bridge between cultures, inviting guests to explore the shared beauty of difference through flavor and design.
Vast- Identity Design, Motion, Packaging Design
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