Type of work: Identity
Type of project: Food & Drink
Magnolia Advertising Agency in Tehran approached us with a unique challenge—to propose a new beverage brand for their client, the largest drink reseller in Iran. The envisioned range included water, juice, and sparkling flavored drinks. The objective was to infuse a Western imaginary into the brand, drawing inspiration from successful food startups like “Hello Fresh.”
The primary challenge was understanding and penetrating the Iranian supermarket landscape, particularly in Tehran. Despite the client being Iranian, the goal was to create a product that appealed to a market seeking freshness, quality, and a touch of modernity. Collaborating with Jamshid Alamuti, the Creative Director of Magnolia, the task was to develop a brand identity that struck a balance between classic cues and a contemporary urban style.
Research involved delving into the preferences of the target market—trendy, quality-conscious individuals in Tehran. Understanding the nuances of the Iranian supermarket scene and consumer expectations played a crucial role in shaping the visual language of the brand.
The concept revolved around a modern and Western touch with a focus on simplicity and urban style. The goal was to create a brand that felt both familiar and distinctive, catering to a market that appreciates freshness. The modular design adopted an umbrella approach, aligning with the client’s future plans of expanding the product line to include more categories and flavors.
The resulting brand identity reflected a harmonious blend of classic and modern elements. The visual language, characterized by simplicity and urban aesthetics, aimed to resonate with the target audience in Tehran. The modular design allowed for flexibility and scalability, paving the way for the addition of more categories and flavors in the future.
The collaborative effort between me and Jamshid Alamuti at Magnolia yielded a brand that successfully navigated the complexities of the Iranian soft drink market. The fusion of Western imagery with Iranian market appeal positioned Tehran Beverages as a fresh, quality-driven choice for discerning consumers in the country.