(SILVER AWARD WINNER PROJECT FROM A’DESIGN AWARD / 2024-2025)
(COMMENDED AWARD WINNER PROJECT FROM WORLD BRAND DESIGN SOCIETY / 2025-2026)

Overview:
NOOSH a Persian Botanical Heritage is a premium gin brand rooted in Iranian cultural heritage and inspired by centuries-old Persian distillation traditions. Founded by an Iranian woman, NOOSH brings authentic botanicals such as saffron and Persian rose into a contemporary craft spirit. The project bridges tradition and modern craftsmanship, presenting the product not just as a beverage, but as a cultural artifact, one that shares Persian identity, history, and storytelling with the world.

Challenge:
The primary challenge was to translate deep cultural heritage, poetry, and history into a modern, globally appealing spirits brand, without falling into clichés or nostalgia. The design needed to balance authenticity with sophistication, communicate cultural storytelling through packaging, and position NOOSH as a premium product in a competitive international market, while remaining emotionally resonant and culturally respectful.

Solution:
The visual and narrative direction draws inspiration from Persian poetry and storytelling, particularly the works of Omar Khayyam, Hafez, and One Thousand and One Nights.
The design concept centers on joy, celebration, and meaningful gatherings, where drinking becomes a ritual of sharing stories and honoring life.

Architectural elements such as Persian arches and domes were incorporated to create dreamlike, palace-inspired spaces. Each flavor is paired with its own narrative, transforming every bottle into a unique storytelling experience. The label design features intricate architectural illustrations rendered in precise geometric line work, combined with an isometric perspective.

A metallized print finish was chosen to enhance depth, elegance, and tactility, merging traditional motifs with a contemporary aesthetic. Each variation maintains a cohesive identity while offering a distinct visual and narrative character.

Result:
The final design delivers a premium, visually striking, and tactile product that elevates NOOSH’s brand identity and communicates its cultural roots with clarity and elegance.

The project began in July 2024 in Vancouver, Canada, and remains an ongoing design process as the brand expands its product line. NOOSH is now available in several provinces across Canada and has successfully positioned itself as a refined spirit with a strong cultural narrative and international appeal, achieving %50 brand awareness raise within its first year in the market.

(BRONZE AWARD WINNER PROJECT FROM WORLD BRAND DESIGN SOCIETY / 2023-2024)

Overview:
GORD is an interior decoration and furniture brand founded by an Iranian female entrepreneur, inspired by Gordaafarid, the legendary heroine of Ferdowsi’s Shahnameh. The brand reflects a balance between strength and elegance, combining contemporary design with influences from Iranian architectural heritage. Led by Pari Malmir, GORD represents determination, beauty, wisdom, and craftsmanship through furniture and spatial storytelling.

Challenge:
The main challenge was creating a visual identity that could express GORD’s dual character: strength and delicacy, tradition and modernity, structure and emotion. The identity needed to communicate the founder’s vision while distinguishing the brand in the furniture and interior design industry. Additionally, the system had to remain flexible enough to extend across multiple touchpoints while preserving a recognizable and cohesive visual language.

Solution:
The visual identity was built around a dynamic interaction of bold and delicate lines, symbolizing the contrast between power and refinement. Inspired by historical Iranian architectural forms, particularly arches, we developed a modular design language beginning with the “G” monogram, where thin lines integrate into strong structural forms.
The central concept, “Every house has a story, and every story has a hero,” shaped the identity system. This idea introduced Frames of Life: visual elements representing personal narratives created through spaces and objects. Frames appear as corners, layered structures, or interconnected compositions inspired by Iranian miniature paintings. All graphic elements, including typography, signage, pictograms, and illustrations, were designed within adaptable square modules, allowing the identity to expand, transform, and evolve while maintaining consistency.

Result:
The final identity system successfully translated GORD’s philosophy into a flexible
and recognizable visual language. By merging contemporary aesthetics with Iranian cultural references, the brand gained a distinctive presence that reflects both its heritage and forward-looking vision. The modular system enables seamless application across physical and digital touchpoints while reinforcing GORD’s narrative-driven approach to design and living spaces. The fluid identity system lead to a %45 improvement in brand recognition and a %20 increase in digital campaign performance.

(GOLD AWARD WINNER PROJECT FROM MUSE CREATIVE AWARDS / 2025)
(BRONZE AWARD WINNER PROJECT FROM WORLD BRAND DESIGN SOCIETY / 2023-2024)

Overview:
KOMOLIFE Group, a key player in Iran’s vibrant fashion market, has been dedicated to introducing, distributing, and promoting a range of youthful and innovative brands since its inception in 2013. Brands such as Komono, HYPE, and Hawkers embody distinct identities while sharing Komolife’s foundational philosophy of cultivating a “minimal, young, urban, and avant-garde space where design takes center stage.”

Challenge
As KOMOLIFE evolved and expanded its reach, the need for a fresh visual identity became apparent, reflecting the brand’s dynamic and youthful spirit. The demand for a contemporary, modern, and dynamic identity that resonated with Komolife’s essence grew stronger. Tasked with reshaping KOMOLIFE’s visual identity, the challenge was to create an identity that seamlessly adapted to digital and physical touchpoints, including websites, social media, physical stores, and packaging. The goal was to develop a cohesive concept that unified KOMOLIFE’s diverse offerings under a single, compelling visual identity.

Solution
Embracing the challenge, we crafted the concept of “KomoLook,” a hashtag symbolizing fashion, style, and aesthetics synonymous with Komolife’s expertise, particularly in eyewear. Drawing inspiration from this concept, we meticulously designed a grid of intricately interwoven rhombus-shaped units, from which a variety of shapes and icons emerged. The central icon, a dynamic eye, became a primary motif, symbolizing Komolife’s watchful gaze over its evolving environment. Through illustration, we transformed eyewear and watches into abstract yet distinctive shapes, creating unique patterns for various occasions. The adaptable grid allowed for endless creative possibilities, enabling the derivation of countless patterns and illustrations.
For the color palette, we selected contemporary, vibrant shades aimed at rejuvenating the brand identity and creating an eye-catching environment. To unveil the refreshed Komolife identity, we leveraged the power of graphic motion, crafting dynamic visuals deployed strategically on Instagram and the website.

Result:
KOMOLIFE’s adaptable visual identity system breathes life into the brand, encapsulating KOMOLIFE’s evolution and inviting audiences into its dynamic narrative of growth and innovation, resulting in a remarkable %35 increase
in brand awareness and a %40 rise in social media engagement.

(COMMENDED AWARD WINNER PROJECT FROM WORLD BRAND DESIGN SOCIETY / 2022-2023)

Overview:
Hope, Dream, Peace, Passion, Courage, Faith, and Love are the seven magic words of JOU ACCESSORIES, founded and created by young Iranian jewelry designer, Maral Sotouhi, introducing a minimal unique style based on Morse Code. Morse Code is a system for representing letters of the alphabet, numerals, and punctuation marks by an arrangement of dots, dashes, and spaces. It is used by sequencing the combination of dots and dashes while pausing for the correct gap. The codes are transmitted in different forms of electrical pulses of varied lengths, analogous mechanical signals, or visual signals such as flashing lights.

JOU, the Morse Code accessories, follows the same rule. Sequence of dots and dashes are respectively replaced by rounded and cylinder beads made of Sterling Silver. Each sequence comes in different forms of customized bracelets and necklaces which have the option of representing any word according to customers’ choice. This way, customers get the chance to wear names that are special to them.

Challenge:
The challenge for JOU ACCESSORIES lies in translating Morse Code intricacies into a tangible visual identity system while maintaining a minimalist design ethos and remaining adaptable across platforms.

Solution:
To address these challenges, JOU’s visual identity system draws inspiration from the Morse Code system. Dots and dashes fluidly move through thin lines of letters, creating a unique dynamic system that expresses the exclusive style of Morse codes in combination with the classic form of the English alphabet. Sliding beads add a dash of playfulness to JOU’s visual identity.

The dynamic style of the brand’s visual identity, along with its unique typeface design, has shaped an elegant minimalistic structure that can be extended to different platforms. These adaptable structures enable JOU to undergo easy redesigns to match any occasion. This flexibility allows the typographical identity system to create personalized holder cards for each bracelet or necklace, adorned with JOU’s exclusive typographic system.

Inspired by skin color, JOU’s color palette consists of nude shades of pink and green to emphasize the minimalistic atmosphere of JOU while accommodating customers with different tastes and preferences.

Result
JOU’s dynamic style of the brand’s visual identity, its elegant minimalist adaptable structure, and flexible typographical identity system have lead to a %30 improvement in brand recognition and client satisfaction; along with a %60 increase in social media engagement and Instagram follower growth.

THE TYPE DIRECTOR CLUB, the world’s leading typography organization, announced the 25 talented young winners from 13 countries in the TDC ASCENDERS 3 competition, celebrating international typographers, letterers, and type designers age
35 and under.

ASCENDERS is the world’s premier portfolio-based competition dedicated to type in all its versatile forms, and the inspiring up and coming designers, individuals or teams, who are elevating the medium.

My 3D typography design portfolio (based on my persian 3D typography artworks) was among 2022 TDC ASCENDERS WINNERS. TDC planned an exhibition for 2022 ASCENDERS winners in NEW YORK on AUGUST 16th.

To further explain the design technique and direction, I introduced 3D Persian/Arabic typography as a design trend that adds a realistic effect to type. It separates the typography from the background canvas. The employment of some techniques including the use of shadows, tilting, adding texture, lighting changes and layering so on facilitates the creation of the three-dimensional look in the approach. Applying 3D typography design on PERSIAN type was a seminal breakthrough in PERSIAN typography before the emergence of Artificial Intelligence through recent years.