marjan 
karimian


this is just a glimpse into my world as a 
multidisciplinary graphic designer.



selected
works
↓
01 → Shirin confectionery
(brand redesign + packaging redesign) - 2023
02 → Bioderma Sensibio H2O
(campaign) - 2020
03 → Kar.Khune
(photography art direction + set design) - 2020
04 → Bioderma Sebium H2O
(photography art direction + digital content design) - 2019
05 → Arezoo candle
(brand redesign + packaging redesign ) - 2019
06 → Almond Cerelac
(packaging design) - 2019
07 → Torteia
(packaging design) - 2017
about
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2024

















Shirin confectionery
↓
brand redesign
Shirin is a 60-year-old family confectionery located in one of Tehran's most authentic neighborhoods. Over the course of three generations, they have built a dedicated customer base, with many loyal patrons.

Throughout the years, they have experienced numerous ups and downs but have consistently upheld their family heritage with pride. It was this very heritage that led Shirin to feel the need for a fresh visual identity. In recent years, new and modern boutique confectioneries have emerged in Tehran, attracting a younger audience. These young consumers were precisely the demographic Shirin wanted to reach, alongside their existing loyal customers.

The new visual identity Shirin sought strikes a balance between modernity and a deep-rooted connection to their heritage, catering to both loyal and potential younger customers.







logotype
↓
From the outset of the project, one of the client's concerns was changing the old logotype and consequently altering the entire brand identity.

Throughout all these years Shirin customers had become accustomed to seeing the old logotype on the old green boxes and this sudden change could be unpleasant for them. We needed to remain loyal to the authenticity and 60-year-old identity of the brand while having a new story to tell.

Preserving old customers while also striving to attract new ones, primarily composed of a younger generation, was a challenge that accompanied us throughout the project.

In the end, we revamped the original logotype, crafting an English version that harmonized seamlessly with its Persian counterpart.




































graphics
↓
Sweet Chickpea is a type of traditional Iranian pastry that Shirin Confectionery continues, to this day, to use a 60-year-old family recipe in its making and It's no wonder that it is their most beloved and authentic product.

The iconic shape of this pastry (starting at the left) served as the inspiration for their new visual identity.




















































































[client] : Shirin confectionery
[year] : 2023