“Nazari Group: A Legacy of Vision and Excellence”

The story of Nazari Group began in 1959, when a young determined visionary named Fereydoun Nazari set out to fulfill an ambition that would shape the very landscape of Iran’s furniture industry. His first steps were modest, focusing on the creation of products that met an essential, everyday need. Yet, even in those early days, his vision was limitless, setting the stage for a legacy built on innovation, and a deep understanding of the market.
As the years passed, Nazari Group expanded its horizons. What began as a small business developed into one of the most respected names in Iran’s home and office furniture field. The company’s story is not just one of economic growth but of a dedication to craftsmanship, evolving technology, and a pursuit of excellence.

“Nazari’s Brand Transformation”

The redesign of Nazari’s brand identity was a journey of transformation, blending modernity with tradition to create something more premium and upscale. The previous logo, which featured a straightforward picture of a conventional chair, was redesigned into a more abstract and contemporary form. The goal was to retain a visual connection to the previous identity while infusing the brand with a modern aesthetic that reflects its evolution. The chair being abstracted to its minimum dynamic shape, will be a smooth blending of form and function that is essential to any furniture brand. The geometrical simplicity makes it scalable to different digital or physical media.
To further align the logo with the cultural richness of the brand, we also updated the logotype by incorporating distinct Arabic and Persian design elements. The increased spacing (kerning) between the letters of English logotype promote elegance and professionalism, and the stroke weights are consistent to provide clarity and balance.
As for the color, preserving the green from the original logo ensured that longtime customers could still associate the design with the brand. However, this new green appeared just a little bit more vibrant. Paired with the black and white accents, the color palette achieves a perfect balance of warmth and authority, appealing to modern and professional markets.

“The power of choice”

At the heart of the rebranding was a powerful message: the power of choice. One of Nazari Group’s key competitive advantages lies in its various range of products. With a comprehensive portfolio that includes everything from office to home furnishings, Nazari offers customers a wealth of options, ensuring there is something to suit every space and budget.
This concept was integrated throughout the design process, symbolizing the variety of products that Nazari offers, empowering customers to make personal decisions about their spaces. To visually communicate this, we created a series of iconic chair illustrations. These images were not just functional but symbolic of the wide range of seating and furniture options. The illustrations are extendable through various touchpoints.

“Echoes of Persia: Infusing Timeless Architecture into Design”

Since furniture is often featured in architectural and interior spaces, we drew inspiration from the distinctive features of Persian architecture when creating our illustrations and patterns. These designs were influenced by the architectural elegance of Persian vestibules, fish ponds, and the principles of centrality and unity— key elements of Persian architecture. By repeating and rotating these motifs, we charged the brand with an unmistakable Eastern feel, linking it to its cultural heritage.

“A Modern Reinvention”

The new upgraded brand identity is dynamic, adaptable, and versatile. It positions Nazari in line with global trends. The diverse range of illustrations and motifs that we designed for Nazari enables the brand identity to continuously expand across all touchpoints, remain ever-evolving and always ready to present something fresh. Now, Nazari always has something new to say!