ANDARZ
2025
Brand Strategy
Visual Identity
Business Card
Brand Guidlines
Andarz is a distributor of European luxury fragrances in the Iranian market.
The project began with strategic work to clarify the brand’s positioning and define a clear vision. This foundation then guided the creation of a complete visual identity, designed to express the brand’s values and align seamlessly with its strategic direction.
Challenge
The main challenge was to create a trustworthy, premium identity while highlighting the uniqueness of the Iranian market, which can sometimes be perceived as unstable.
We aligned on a clear vision: to connect Iran and Europe through a modern, elegant, and credible brand image. Throughout our discussions, the idea of a “bridge” repeatedly emerged and became the core insight shaping the foundation of the visual identity.
The project was delivered within a tight four-week timeline, with the first business cards produced in time for an international event in Dubai.
Process
I began by immersing myself in Persian visual culture through an in-depth research phase, exploring glyphs, architecture, traditional patterns, and the rich sensory world of perfumery. From this immersion emerged a creative direction blending minimalism, refinement, and visual sensuality.
I then curated several typefaces that reflected the balance we were seeking: a confident Persian heritage combined with the modernity of European design. We explored three distinct logo directions and color palettes before converging on the final identity.
Drawing inspiration from the structure of the Veresk Bridge, a strategic railway bridge in northern Iran. I reworked the crossbars of the two “A” letters so that each would suggest one end of the bridge, symbolizing the connection between Iran and Europe.
Result
The project resulted in a strong, elegant, and confident visual identity, clearly positioning the brand as a trusted connector between two cultures. It includes the creation of a comprehensive brand guidelines system, a flexible logo system, and the official business card, ensuring consistency and coherence across all brand touchpoints.
Client Feedback
“Stella supported Andarz through a strategic branding and identity-definition project, demonstrating strong listening skills, analytical thinking, and a highly structured approach. Her flexibility in adapting to changes in the business model, combined with a sharp understanding of commercial challenges, allowed the brand’s positioning to be refined with relevance and consistency. Her methodical approach and strong communication skills brought real added value, both strategically and on a human level.”
Ali — Founder
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