Shirin is a wine brand whose name was inspired by one of the most cherished love stories in Persian literature: the tale of Shirin and Farhad, chronicled by the renowned poet Nezami Ganjavi. This narrative, an emblem of profound unwavering love, has woven itself into the cultural memory of Iran so deeply that lovers are often likened to Shirin and Farhad.

Naming the brand after this legendary story’s main character, immediately summons the concept of love, devotion, and sweetness; the very essence that Shirin represents. For, beyond the story, Shirin also means “sweet,” in Persian language; a fitting reflection of the wine itself. A drink often associated with gentle, romantic interactions.

Rooted in Kurdistan, Iran, the brand transports locally grown grapes to Armenia for production. This indeed inspired us to draw from the story of Shirin and Farhad for the naming, tying the brand to the region’s history and adding a poetic dimension to its story as Shirin herself was an Armenian princess living in Kurdestan.

Shirin loved drinking milk and Farhad’s deep devotion to her  led him to a monumental task: carving channels in the mountains to deliver fresh milk directly from the sheep’s pastures to the royal palace. Yet, in the end, Farhad sacrifices his life for this love, falling victim to the envy and rivalry of a powerful rival; Khosrow, the king.

For the packaging, we turned to illustration to bring the story to life. Shirin is pictured on horseback, journeying toward Farhad, with golden coins on the horse which she brought as gifts. Through these visits, her heart gradually falls for Farhad, again and again. The illustrations are inspired by Persian miniature painting. We reinterpreted these visuals in a modern abstract style, blending heritage with contemporary design.

The logotype and color palette were carefully chosen to suggest Persian sensibility. Premium craftsmanship was key, reflecting the brand’s luxury positioning. We employed embossing, foil stamping, premium paper, and high-quality materials for the bottle packaging. Deep, matured tones harmonized with gold accents to create a sophisticated identity, ensuring that every element, from label to bottle, embodies the legend and elegance of Shirin.

Shirin is more than wine; it is a tale of love, a thread of culture, inviting each sip to become a moment of sweetness and connection.