Samarqand: A Fusion of Art and Tradition in Packaging

Baklava Qazvin’s Packaging Marries Iranian Heritage with Modern Design

The Samarqand packaging design, crafted by Sajad Izadi, stands as a testament to the enduring power of cultural storytelling in contemporary design. Drawing inspiration from Iranian legends, the packaging features motifs of winged angels—symbols of wisdom and generosity in local folklore. This archetype, embodied as a wise old man, is intended to evoke trust and blessings, resonating with the values of Baklava Qazvin’s brand identity.

Distinctive for its use of over 90% edible nuts, Baklava Qazvin is celebrated as one of Iran’s most valuable traditional pastries. The packaging reflects this richness through a visual language dominated by green hues and diamond-shaped patterns, mirroring the pistachio base and the sweet’s signature shape. The design’s archetypes—the Caregiver and the Sage—underscore themes of generosity, health, and knowledge, aligning the product with values cherished in Iranian culture.

Technically, the packaging employs advanced printing techniques to enhance both tactile and visual appeal. Matte coatings on cardboard, water-based materials, and selective embossing create a multi-sensory experience, while offset printing with UV base ensures vibrant, lasting colors. The metallic green and gold accents not only elevate the sense of luxury but also reinforce the product’s premium status, a key factor in the competitive sweets market.

The design process was rooted in extensive research and iterative prototyping. Sajad Izadi faced the challenge of harmonizing traditional Iranian art with modern printing technologies, ensuring that the final product would appeal to both heritage enthusiasts and contemporary consumers. The result is a packaging solution that balances authenticity with innovation, making Baklava Qazvin accessible in both standard and single-unit sizes for broader market reach.

Launched in Iran in March 2024 after months of development in Qazvin, Samarqand’s packaging has already garnered international acclaim, earning a Silver A' Packaging Design Award in 2025. This recognition highlights the design’s technical excellence and artistic merit, as well as its ability to evoke amazement and wonder through a thoughtful blend of history, art, and modern sensibility.

Samarqand’s packaging for Baklava Qazvin exemplifies how the fusion of cultural heritage and innovative design can create products that are not only visually striking but also deeply meaningful. As luxury packaging becomes increasingly vital in differentiating premium products, this project sets a new standard for combining artistry, tradition, and market appeal.