Avand

Pastry for Avand Pastry

Handmade pastry is created artistically and conveys a special experience to the audience. Using color Brushes and free forms as a work of art symbolizes a taste experience that is unique and beyond the ordinary experience that might be found elsewhere. The hardest part of the design project was convincing the founders to admit the suggested dynamic identity approach to the design, which led to a rather large production dimension, which led to more investment. Another challenge was the acceptability of such an approach for the consumer as it put a heavier cognitive burden.

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Avand by Masoud Najafi Amirkiasar

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Pastry by Masoud Najafi Amirkiasar

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Masoud Najafi Amirkiasar Avand

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Masoud Najafi Amirkiasar Pastry

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Masoud Najafi Amirkiasar Designer Portrait Photo

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Avand PastryBrand Logo

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Unique Properties

Handmade pastry is created artistically and conveys a distinct and special experience to the audience. Using color Brushes and free forms as a work of art symbolizes a taste experience that is unique and beyond the ordinary experience that might be found elsewhere.

Tags

Packaging, Design, Pastry, Cake, Cookie,

Production Technology

A combination of hand brush painting and digital art is used to provide the new forms from scratch while attempting to be unique which comprises the main design of the packages. The main insight comes from the meticulous attention employed while producing the pastry including handmade materials, attention to the beauty, & transparency in production.

Design Challenge

The hardest part of the design project was convincing the founders to admit the suggested dynamic identity approach to the design, which led to a rather large production dimension, which led to more investment. Another challenge was the acceptability of such an approach for the consumer as it put a heavier cognitive burden.

Project Duration

The project started In Istanbul in November 2023 and finished in February 2024. This project was Printed in Iran and Published in Rasht, Iran

Operation Flow

The combination of deep green and gold Colors, as the brand's Primary Colors reminds the original identity

Research

The research methodology is mainly based on open-ended interviews with founders and a group of customers familiar with the cafe's background in the business. The research objective was to portray what the founders exactly had in mind as well as consumer insight about the pastry as it exists elsewhere and as they experienced it in the previous cafe. The research has also tested how pastry can be a stimulus for happiness in a society that is hardly achieved through ordinary channels in a way that AVAND might act as a facilitator to this goal.

Inspiration

The Design is inspired by art, painting, and brush effects. Avand is a boutique Pastry with a remarkable background in cafe and pastry experience in the city where it was launched. Like an artist and a source of inspiration, Avand inspires people to be happy through the experience of pastry leaving a sweet effect on the customer’s mind. Each handmade pastry leaves a unique impression on the mind of the consumer.

Image Credits

Designer: Masoud Najafi. Strategist: Nima Saade

Project Overview

Avand Pastry has been a Iron winner in the Packaging Design award category in the year 2024 organized by the prestigious A' Design Award & Competition. The Iron A' Design Award is awarded to good designs that meet the rigorous professional and industrial standards set by the A' Design Awards. This recognition is reserved for works that demonstrate a solid understanding of design principles and show creativity within their execution. Recipients of the Iron A' Design Award are acknowledged for their practical innovations and contributions to their respective fields, providing solutions that improve quality of life and foster positive change. These designs are a testament to the skill and dedication of their creators, showcasing their ability to address real-world challenges through thoughtful design.

Iron Recognition

Masoud Najafi Amirkiasar was recognized with the coveted Iron A' Design Award in 2025, a testament to excellence of their work Avand Pastry.

Masoud Najafi Amirkiasar Press Releases

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Masoud Najafi Amirkiasar Newsroom

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