The Doogh: Redefining Tradition with Modern Packaging

A Unique Approach to Packaging Design for a Traditional Yogurt Drink

The Doogh is a beloved beverage in Persian cuisine, made from yogurt and enjoyed by many. However, the producer wanted to introduce a new approach to this traditional drink by offering new flavors and a modern packaging design. Hasan Yoghar took on the challenge of creating a packaging design that would appeal to both traditional and modern audiences.

One of the standout features of The Doogh packaging is the use of traditional geometric patterns with motifs representing the added flavors and herbs. This combination creates a unique atmosphere and adds a touch of sophistication to the design. Additionally, Hasan Yoghar incorporated Persian calligraphy to design an exclusive and iconic typography for the packages, capturing the soul of the product.

The packaging itself is made from highly reflective aluminum for the tin can, with a masked white color that allows glimpses of the pattern to shine through in reflective areas. The dimensions of the can are 6.5mm in diameter, 11mm in height, and it has a capacity of 330ML.

Not only does The Doogh packaging serve as a visual representation of the product, but it also effectively communicates with the target audience. It characterizes the type of product and indicates its origin, appealing to both traditional consumers and those looking for a modern twist on a classic beverage.

The design process for The Doogh packaging began in February 2017 in Tehran and was completed in March 2017. Throughout the project, Hasan Yoghar faced the challenge of creating a design that would be familiar to traditional consumers while also attracting a more modern audience. The patterns and typography had to strike a balance between being traditional and appealing to a contemporary sensibility.

The Doogh packaging design has received recognition for its excellence. In 2018, it was awarded the Iron A' Design Award in the Packaging Design category. This prestigious award is given to well-designed, practical, and innovative creations that meet professional and industrial requirements. The design of The Doogh packaging integrates industry best practices and exhibits competent technical characteristics, contributing to a better world.