Insight: “Wholesome Flavors, Redefined”
“Wholesome Flavors, Redefined” stems from Gandom’s core idea: to revive traditional, flavorful recipes and transform them into modern, healthy, and accessible foods for today’s lifestyle. In a market saturated with fast but nutritionally poor options, Gandom offers a fresh vision: authentic dishes made with natural ingredients, without preservatives, and prepared conveniently for any time of day.
This insight communicates the essence of the brand: preserving traditional roots while presenting them in a fresh, contemporary way, adapted to the needs of a new generation seeking well-being without sacrificing flavor.
Gandom — Case Study
01 — Overview
Gandom is a brand of traditional Persian food reinterpreted for the modern Swedish lifestyle. Through a focus on health, ingredient quality, and contemporary design, Gandom aims to bring classic dishes to consumers who value both wellness and authenticity.
My role was to develop the visual identity, complete branding, product packaging, social media communication, brand photography, and the conceptual direction of the campaigns.
02 — Insight
Wholesome Flavors, Redefined
Wholesome Flavors, Redefined
This insight stems from observing a key opportunity:
consumers are looking for natural, nutritious, and convenient foods, but they don't want to compromise on flavor or the story behind each dish.
consumers are looking for natural, nutritious, and convenient foods, but they don't want to compromise on flavor or the story behind each dish.
Gandom takes traditional recipes—rich, home-style, and deeply rooted in culture—and redefines them with fresh ingredients, clean processes, and a modern presentation. The brand becomes a bridge between tradition and contemporary lifestyle.
This insight guided all creative decisions: tone, design, packaging, campaigns, and digital presence.
03 — Objectives
· Modernize the perception of traditional Persian cuisine.
· Create a visually accessible, clean, and contemporary brand.
· Communicate key benefits: healthy, preservative-free, high protein, rich flavor.
· Increase customer loyalty through storytelling and emotive photography.
· Position Gandom as a healthy option for everyday life, from family meals to sports nutrition.
04 — Brand Identity
The visual identity combines reinterpreted Persian elements with a minimalist Scandinavian style.
Visual pillars:
· A warm palette inspired by spices and grains.
· Soft, organic shapes that convey naturalness.
· An emblem based on the wheat grain, a universal symbol of food and tradition.
· Modern typography to connect with a young, urban audience.
The result is a brand that feels authentic, fresh, and trustworthy.
05 — Packaging Design
The packaging was designed to communicate clarity and naturalness at first glance.
Each package features:
· Color-coded labels to differentiate dishes.
· Clearly highlighted ingredients.
· Clear nutritional benefits: high protein, lactose-free options, preservative-free.
· Minimal illustrations that respect tradition without being cluttered.
06 — Social Media & Campaign Direction
The visual strategy on social media focused on real-life moments:
families sharing a warm meal in winter, people enjoying soup at the office, athletes replenishing their energy with nutritious waffles.
families sharing a warm meal in winter, people enjoying soup at the office, athletes replenishing their energy with nutritious waffles.
The following were developed:
· Reels showcasing all the products.
· Explanatory carousels with ingredients and benefits.
· Lifestyle photography that conveys warmth and approachability.
· Campaigns with messages like “Healthy + No Preservatives + Rich Flavor.”
The overall tone combines modernity, tradition, and well-being.
07 — New Product Extensions
To expand the brand, the following were designed:
· Gym Vending Machines
Vending machines with high-protein soups and waffles, positioning Gandom as a natural sports option.
· Catering Services
An elegant and functional visual identity for family and corporate events.
· Custom Fermented Vegetables
A service where the client chooses their ingredients to create personalized ferments.
Each extension maintains the concept of redefining authentic flavors for current needs.
08 — Photography Direction
The photography was based on two pillars:
· Lifestyle
Warm, familiar, and authentic settings.
Swedish winter, shared tables, natural light.
· Product
Clean shots, visible ingredients, natural colors.
The dishes are presented as nutritious, comforting, and modern.
This duality reinforces the insight: tradition reinterpreted in a contemporary way.
9 — Web Experience
The website was designed to communicate clarity and well-being from the outset.
It includes:
· Sections for each soup with nutritional information.
· A catering area with personalized forms.
· Pages for specialty products, fermented foods, and healthy waffles.
· Short, direct messages focused on user experience.
10 — Results & Impact
The developed visual and communication system achieves the following:
· Repositioning Persian cuisine as a modern and healthy option.
· Creating a coherent and functional identity across multiple platforms.
· Connecting emotionally with consumers seeking authenticity and well-being.
· Facilitating new business opportunities (gyms, catering, celebrations).
Gandom presents itself as a solid, warm brand aligned with current market needs.
11 — Conclusion
Gandom embodies the idea that traditional can be contemporary, healthy, and visually appealing. Through the insight “Wholesome flavors, redefined,” each design element—from packaging to campaigns—builds a coherent, emotional, and deeply human universe.
This project demonstrates how design can transform the perception of an entire category, bringing authentic flavors to new audiences without losing their essence.
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