Reviving a Hertigae, From 1964
Client
Ghaffari co.
Timeframe
2024
Services
Rebranding to Launch
Design Consultant
Soroush Doustvandi
Exhibition Design
Mohammad Hakiminia
Project Overview
The Ghaffari Co (Ghaffari Chemical Industries Corp.) project was a comprehensive rebranding, marketing, and product launch initiative for the Iranian chemical company, established in 1964. It marked their 60th anniversary and involved transforming their visual identity, packaging, exhibition presence, and overall market positioning.
Exhibition Booth Design: A standout 400 m² booth at the Tehran International Exhibition Center (Hall 6), designed by Mohammad Hakiminia (Design Consultant : Soroush Doustvandi). Features included a large recessed TV wall for dynamic brand storytelling, a “Midline” yellow linear element reflecting the new identity, public product showcase areas, and a private VIP zone. It effectively balanced broad visitor attraction with exclusive client engagement.
This end-to-end project (branding → packaging → exhibition → marketing & launch) successfully elevated Ghaffari Chemical Industries’ presence, especially as a credible manufacturer in the Middle East with a history starting from twin glues and expanding into diverse chemical solutions.
Exhibition
A key challenge was balancing attraction for general visitors with exclusivity for high-profile clients. The solution incorporated a recessed TV wall as a focal point, redefining boundaries while showcasing the brand’s transformation on its 60th anniversary, highlighting new products, rebranding, and packaging updates. Behind this wall, a private VIP meeting area ensured exclusivity.
The visitor flow was designed for engagement, starting with a product showcase followed by an interactive discussion space. A yellow linear element called Midline, reflecting the brand’s identity, subtly divided public and private zones, doubling as a studio for demonstrations, interviews, and branding moments.
Support areas, such as storage, a café, and stage control, were discreetly placed to maintain a clean aesthetic and optimize space. This design seamlessly blended functionality with brand storytelling, reinforcing the client’s presence at the exhibition.