Dastan

This project involved creating the visual identity for a Middle Eastern handicraft brand called "Dastan", focused on exporting traditional artisan products to international markets. Since the brand was targeting a global audience, the identity system needed to balance authentic Persian cultural influences with a clean and accessible English-based visual presentation. The scope of the project included logo design, color palette development, packaging design for small products, as well as brochure and business card design. The visual direction was heavily inspired by traditional Eastern and Persian motifs, combined with a more modern and minimal design approach to create a timeless and recognizable identity. Turquoise blue became the core color of the brand, inspired by the historical significance of turquoise stone in Persian culture and its strong presence in traditional architecture, tilework, and decorative arts throughout the region. Following the moodboard and concept development stages, multiple logo directions were explored using this palette, with the final identity selected from three refined concepts presented to the client. The packaging system, brochures, and stationery were all designed in alignment with the established brand guidelines, creating a cohesive visual language across every customer touchpoint. The brand launch received very positive customer feedback, and early sales performance exceeded the company’s initial projections by more than 20%.