QAJARI

Liquid Heritage

Client : Concept Project

Industry : Wine & Spirits

Date : July 12, 2026

Services :

Brand Identity
Packaging Design
Label Design
Art Direction
Creative Direction
3D Visualization
Product Rendering

Overview

QAJARI is a conceptual wine packaging project inspired by the richness of Persian history and craftsmanship. The objective was to transform a wine bottle into a cultural artifact—one that reflects both the literary legacy of Iran and the refined elegance associated with the Qajar era.

Rather than relying on decorative elements alone, every design decision contributes to a narrative that blends heritage, luxury, and contemporary packaging design.

The Challenge

Designing a luxury wine package rooted in Persian culture without falling into visual stereotypes was the central challenge. The project needed to communicate authenticity and historical depth while maintaining the clean, premium aesthetic expected from today’s luxury wine brands.

The goal was to create a timeless identity where storytelling became the primary design language.

Design Approach

The label features a historic illustration from Ferdowsi’s Shahnameh, depicting the legendary battle between Rostam and the White Demon—one of the most iconic stories in Persian literature. As one of the strongest symbols of Iranian cultural identity, this artwork became the foundation of the visual narrative.

The illustration is paired with visual references inspired by the ceremonial wine culture of the Qajar period, bringing together two significant chapters of Persian heritage within a single package.

A restrained palette of deep black, antique gold, warm ivory, and rich crimson reinforces both historical character and contemporary luxury. The bottle itself is crafted with a translucent sandblasted finish rather than colored glass, symbolizing the purity and clarity of the wine while allowing the material to become part of the brand story.

The hand-applied red wax seal, embossed with the brand mark, completes the experience by introducing a sense of craftsmanship, exclusivity, and permanence.

Brand Experience

Every interaction with the bottle is designed to feel ceremonial. From the tactile frosted surface to the wax seal that must be broken before opening, each detail reinforces the feeling of discovering an object with history rather than simply opening a bottle of wine.

The combination of literary symbolism, refined materials, and handcrafted finishes creates an experience that celebrates Persian identity through a contemporary luxury lens.

Outcome

QAJARI demonstrates how cultural storytelling can become the foundation of premium packaging design. By combining Persian mythology, Qajar-inspired aesthetics, and modern visual execution, the project creates a distinctive identity that feels authentic, memorable, and collectible.

Rather than preserving history as nostalgia, the design reinterprets it as a contemporary luxury experience.

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