What is Peymaneh? In Farsi Peymaneh means a cup. As we know, the cup is a unit of measurement for volume, mostly used in cooking. And this is what it is! Peymaneh is choosing best quality of Iranian rice, saffron, tea, etc within various sizes of packages based on consumer usage. This means that Peymaneh offers 4 to 5 different sizes (different cups) of each product, so the consumers can buy a cup, 2 cups, 3 cups etc based on their needs. This approach is for sure convenient, easy to approach and authentic! Who’s the target? Young women who are not housekeepers but mostly active jobholders and independant. What we did? According to client’s brief and approach, at Navand Advertising Agency we have decided to first focus on designing logo, visual identity and finally packaging. Why packaging? To grab the attention of the target audience you should be able to fill the gap in their minds that haven’t been filled with other competitors. So aesthetic and informative elements are reliable ones. As a matter of fact we went after designing some thing cute! Cute packages of rices would be something that all women would be proud of putting them on their kitchen counters. Cute, handy and beautiful; you see it, you buy it cause you want to have it; you keep it. We even designed some pictograms of people with various sizes on the packages to suggest visually how many people can use each package. They were another emphasis on Peymaneh as being the cup, but more in a fun and simple way.