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Samarqand Baklava Qazvin Packaging: Fusing Iranian Heritage and Modern Design for a Premium Confectionery Experience

Samarqand, the latest packaging design by Sajad Izadi, has been recognized with the prestigious Silver A' Packaging Design Award 2025, celebrating its remarkable fusion of Iranian cultural motifs and contemporary production methods. Developed between August 2023 and March 2024 in Qazvin, the packaging was created for Baklava Qazvin, one of Iran's most treasured traditional sweets, renowned for its high nut content and distinctive pistachio base. Izadi's design draws inspiration from Iranian legends, featuring a wise, winged angel as a symbol of knowledge, generosity, and blessings, which serves as the brand's archetype and visual identity.

The Samarqand packaging stands out for its meticulous craftsmanship and thoughtful symbolism. Utilizing a matte coating on cardboard and water-based materials, the tactile texture is enhanced by selective embossing and offset printing with UV base. The metallic green and gold color palette not only reflects the premium nature of the product but also evokes the freshness of pistachios and the richness of Iranian art. Diamond-shaped patterns echo the traditional form of baklava, while the integration of both traditional and modern illustration styles pays homage to Iran's artistic heritage. The design's dreamlike imagery and sage archetype reinforce the brand's values of wisdom, trustworthiness, and health.

Izadi's approach was informed by extensive research into both the cultural significance of baklava and the impact of luxurious packaging on consumer perception. The project overcame significant challenges in harmonizing artistic vision with industrial printing constraints, requiring multiple prototypes and close collaboration with market experts. The result is a packaging solution that not only protects and presents the delicate confection but also elevates the entire product experience, making it suitable for both gifting and personal enjoyment. Single-unit packaging was also developed to make the premium sweet accessible in smaller sizes, broadening its appeal in the Iranian market.

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