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"Flutter": Award-Winning Bionic Flower Packaging Marries Sustainability and Imagination

Morvarid Hashemi's "Flutter" flower packaging has captured the Bronze A' Design Award in 2025, recognizing its innovative approach to both form and function. Developed in Tehran and produced by My Way Design Co., Flutter reimagines traditional flower packaging by drawing inspiration from the delicate structure and symbolism of butterfly wings. The design not only offers a visually captivating presentation but also addresses environmental concerns by reducing reliance on plastics and non-biodegradable materials commonly used in the floral industry.

Flutter stands out for its ergonomic and lightweight construction, crafted from 180-gram organic Kraft paper made in Iran. The packaging features two sizes to accommodate various bouquet types and employs a unique die-cut form that integrates the "m" and "w" of the My Way Design group's logo into the butterfly wing motif. Personalization is encouraged through customizable ribbon threading, allowing buyers to select colors and styles, thus enhancing the gifting experience and involving the customer in the final presentation. The top curves of the design ensure that flowers remain visible, while a hand hole allows for easy carrying and display, evoking the sensation of holding a butterfly.

Significant research and fieldwork in local flower shops and the Iranian paper market informed the development of Flutter. The design team overcame technical challenges, such as avoiding plastic lamination for durability, by increasing the thickness of the Kraft paper and recommending twine for securing stems. This approach ensures the packaging remains biodegradable and environmentally friendly, without sacrificing strength or usability. The result is a modern, functional, and aesthetically pleasing solution that elevates both the presentation and sustainability of floral gifts, embodying the freedom and elegance symbolized by the butterfly.

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