THE BRANDING OF ZARIN HERAT: REIMAGING AFGHAN SAFFRON THROUGH HERITAGE AND CRAFT

Abstract

This project explores the designing of a culturally based and aesthetically advanced brand identity of ZARIN HERAT, a luxury brand of saffron inspired by the history of Herat, Afghanistan. The main aim of the project was to create a brand that would represent the Afghan saffron as a cultural as Ill as a craftsmanship and identity product besides a valuable product. The first objective of the project was to come up with a visual system that would not only capture the cultural and historical essence of Herat but also communicate the richness of saffron. In so doing, the company will be in a position to introduce the Afghan saffron to consumers in India and other foreign markets in a manner that is meaningful, memorable and current. This project explores the development of a culturally-based and aesthetically advanced brand identity to ZARIN HERAT, a luxury brand of saffron that is inspired by the history of Herat, Afghanistan. The main idea of the project was to create a brand that represents the Afghan saffron as a representation of culture, craftsmanship, and identity, in addition to being a valuable product. The first objective of the project was to design a visual system to not only capture the cultural and historical importance of Herat, but to also communicate the richness of saffron. In so doing, the company will strive to package Afghan saffron to its Indian and other foreign customers in a manner that is meaningful, memorable and current.The outer frame of the logo, which provides the mark with a poIrful sense of place and heritage, was inspired by the pointed arches of the traditional architecture of Herat, and its large shapes, such as the huge shapes of the Friday Mosque of Herat in particular. The pattern was formed under the influence of Timurid manuscript painting, which evolved into an important means of expression of the cultural identity of Herat beyond the architecture. The effects of this influence Ire two visual layers, one a narrative heritage illustration influenced by the narrative aspect of manuscript painting and the other by the influence of manuscript borders and ornament. The illustration was inspired by the journey of saffron, its growing, picking, making preparation, and selling. This enabled the visual system to pass on a more significant story of labour, values and cultural continuity besides adornment.