Drood is a special category of wine that gives the Iranians a sense of nostalgia. Persian wine had been an integral part of the Iranians for thousands of years. While the Iranians get back their sense of nostalgia, consumers from other countries get a new perspective on wine and its varieties.
Rabea Holzfurtner, founder of Raba Studio, mentions: “To Iranians, the project means a lot because it gives them back a nostalgic product that had been part of their culture for thousands of years. To non-Iranians, it opens the mind on the perspective of wine, origin, varieties and history.”
Drood partnered with Raba Studio, a Växjö-based design agency, to create packaging illustrations that highlight the beauty and class of the Middle East. The design studio drew inspiration from arts and architecture to create packaging designs that reflect the Persian lifestyle.
“Since Persian wine dates back many centuries, I wanted to find a font that gives an ancient feel to the project. At the same time, I wanted to consider that the project is quite contemporary since the wine is made in Sweden and processed here.”
“On the backside of the bottle, there are illustrations of the person that gave the wine the name. One of them is ‘Irdamaba – The Merchant’. She used to be a great Persian businesswoman who dealt with the wine trade across the Middle East in the past.
And if you’re wondering what Drood means, it is ‘cheers’ in Farsi.”