Anar Design studio - Brief

Anar Design Studio is a storytelling-driven creative brand founded by designer and illustrator Saman Gholami to preserve, celebrate, and reimagine Persian culture for the next generation. Named after the Persian word for pomegranate—a symbol of fertility, hope, and resilience—Anar blends art, memory, and tradition into joyful, modern design.

This case study outlines the creation of Anar’s full brand identity—from positioning and tone to colors, logo, target personas, and product strategy—crafted to connect diaspora families, educators, and culturally curious communities through emotionally resonant visual storytelling.

‍

The Problem

After immigrating from post-revolution Iran, Saman noticed that Persian culture was fading from daily life—not only in the public sphere, but even within immigrant households.
Many families lacked culturally rich, age-appropriate materials to pass on language, traditions, and ancestral stories.

Challenges to solve:

• Reclaiming cultural identity lost to censorship and generational distance
• Providing modern, emotionally rich visuals that speak to both children and their parents
• Supporting intergenerational storytelling with tools that feel warm, poetic, and rooted in heritage

‍

The Solution

Anar Design Studio was developed as both a creative studio and publishing brand. It builds connection through a blend of:

• Books (starting with Yalda Night)
• Cultural goods (wrapping paper, flashcards, stickers)
• Pattern design (for fabric, stationery, packaging)
• Illustrated education materials
• Digital storytelling (Instagram, Pinterest, workshops)

The brand is being rolled out in three growth phases:

1. Self-published books and Etsy product lines
2. Branded merchandise (printables, gifts, cultural kits)
3. Collaborations with educators, nonprofits, and retailers

‍

Design System Overview

‍

Logo & Name

• “Anar” is more than a name—it’s a symbol of light in darkness, drawn from ancient Persian poetry and myth.
• The logo mark combines folklore and elegance, using a hand-drawn pomegranate silhouette paired with modern serif typography.

Color Palette

Inspired by Persian miniature paintings, ceramic tilework, and the tones of Yalda night.

• Pomegranate Red (#d6aaac) – cultural heart, celebration, family
• Deep Plum (#2A0E0F) – night, mystery, resilience
• Warm Cream (#f0d7c5) – softness, storytelling, intergenerational warmth
• Light Blush (#f8f6f4) – purity, nostalgia

Typography

• English: Edwardian Script ITC (display), Roboto (body)—for readability with a poetic tone
• Farsi: Calligraphy-inspired digital typefaces
• Combines soft curves and bold elegance, echoing ancestral scripts

Patterns & Illustrations

• Inspired by Persian textiles, miniatures, and folk art
• Used across product packaging, book interiors, and digital templates
• Designed to be modular and scalable across fabric, home décor, and digital merch

‍

‍

Brand Positioning & Voice

‍

Target Audiences

• Diaspora Parents (like Leila): want modern, meaningful tools to pass on their heritage
• Grandparents (like Amir): seek Farsi-English resources to share with grandchildren
• Educators (like Rosa): need inclusive, art-based tools for multicultural classrooms
• Creative Kids (like Ariya): want fun, tech-friendly ways to engage with their roots

‍

Voice & Tone

• Warm, Poetic, and Elegant
• Balances authenticity with emotional storytelling
• Tagline: “Heritage you can hold. Stories you can share.”
• Brand Voice: Poetic, warm, grounded in memory, feminine, and rich with cultural imagery.
• Mission: Anar Design Studio brings Persian culture to life through joyful storytelling and thoughtful design. We create books, prints, and everyday treasures that celebrate tradition, beauty, and connection—like a warm cup of tea or the scent of shamdooni by your grandmother’s Hoze (kind of shallow pool). Rooted in memory, created for the next generation.
• Vision: We imagine a world where Persian culture is not only remembered but lived—with laughter, color, and pride. Where children grow up hearing the same stories we once did and feeling the quiet strength of knowing where they come from. Anar Design Studio keeps that connection alive for immigrants, their children, and curious hearts from every background.

‍

Applications & Product Integration

• Children’s Book Series: Yalda Night (launched), Nowruz, Mehregan, Sadeh (in progress)
• Merchandise: Coloring pages, shadow puppets, bilingual flashcards, gift wrap
• Print/Digital: Etsy shop, Amazon KDP, cultural event bundles, digital downloads
• Marketing: Instagram, Pinterest, Farsi school outreach, diaspora events
• Future Collabs: Cultural centers, libraries, bilingual education programs

‍

Strategic Foundation

‍

Business Structure:

• LLC for liability protection, tax flexibility, and growth credibility
• Multi-platform sales strategy via Amazon, Etsy, Shopify, and events

Positioning Statement:

“I help immigrant families, educators, and culturally curious creatives celebrate Persian heritage through storytelling-based design—turning memory and identity into joyful, meaningful visuals.”

Personal Reflection

"I grew up in a place where history was rewritten and culture was censored. Now I’m a mother and an artist in a new country—creating the stories I wish I had growing up. Anar is my love letter to Persian culture, a visual act of preservation, and a joyful gift to the next generation.” — Saman Gholami

Status & Future Plans

• Brand identity is currently in active rollout across books, digital products, and packaging
• First product (Yalda Night) has been received with admiration from families and educators
• Next steps: community workshops, educator partnerships, and packaging design for the Etsy line

‍

‍