The Shiraz project focuses on creating a clean and elegant brand identity and packaging system that presents the wine as a modern, premium product within the Canadian market. The scope included brand positioning, visual identity, and packaging design for three blends—Apple, Grape, and Dark Berries—each representing different moods and occasions. To address the challenge of standing out in a highly competitive wine market, I developed a minimal design approach that avoids traditional or overly decorative packaging.

I focused on incorporating cultural patterns inspired by Shiraz City to add depth and a sense of heritage while maintaining a contemporary feel. A black-and-white palette with a subtle red accent, along with tone-on-tone Persian geometric patterns, creates a refined and distinctive visual language. This approach helps elevate the perceived quality of the product and builds a stronger emotional connection through cultural storytelling. By combining modern simplicity with heritage, the design responds to today’s market, where consumers are attracted to brands that feel authentic, clear, and visually sophisticated.

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