Ashley Asadi
WorkPlay
About

Samar 

Year: 2026

---

Deliverables: Brand Identity + Packaging

---

Type: Concept Project

---

Tools: Adobe Illustrator, Adobe Photoshop, Flora.ai (for mockups)

Date syrup has been part of Persian kitchens for centuries, but most American shoppers have never tried it. Cultural grocers sell it as a plain niche import, and mainstream stores sell it as a sugar substitute. Samar makes it an everyday staple, with bold packaging that invites curiosity instead of reading as a specialty import. The identity draws on ancient Persian art, typography and motifs, allowing the packaging to carry its heritage while feeling at home in today’s kitchens.







Unknown Artist, 19th century



Sultan Muhammad Nur
Page of Calligraphy, early 16th century








Competitive Analysis + Brand Opportunity

Cultural brands like Sadaf speak to people who already know date syrup (and are encountering it mostly in Middle Eastern grocery stores). Mainstream brands sell it as a healthier sugar swap, competing with maple, agave, and monkfruit syrup. But millennials and Gen Z want more than a substitute.

As gochujang, za’atar, and tahini have become pantry staples, they’ve gravitated toward brands that carry the story and culture behind those foods. Samar sits between the two: its Persian roots build trust, and its tone welcomes anyone new to date syrup.

(Return to Projects)

All Rights Reserved ©