Expo Fruit 2017
Iran's First International Fruit Exhibition — Where Industry Identity Becomes a Nationwide Creative Showcase
YEAR
2017
ROLE
Creative Director
LOCATION
Tehran, Iran
STATUS
Completed
CHALLENGE
The Big Idea
Iran's fruit industry is globally significant but visually invisible. Trade shows were functional, not memorable. Expo Fruit 2017 needed to be something the industry had never seen: a branded experience.
Iran's first international-standard fruit industry exhibition — redefining how an agricultural sector presents itself through world-class branding, design, and visitor experience.
APPROACH
Applied the design language of world-class trade exhibitions to an agricultural context — creating visual identity, spatial design, digital touchpoints, and media strategy that elevated every participating brand.
TECHNOLOGIES
Even an industry that grows in the soil deserves a world-class stage.
-- Mahdi Meshkani --
ORIGIN
An Industry Without a Face
Iran's fruit industry is globally significant but visually invisible. Trade shows were functional, not memorable. Expo Fruit 2017 needed to be something the industry had never seen: a branded experience.
VISION
Agriculture, Elevated
We built an exhibition environment that felt like a premium brand experience — clean geometry, rich color, precise wayfinding, and a visitor journey designed to inform, impress, and convert.
Every exhibitor was given brand templates, display guidelines, and support to present their products at a level that matched the exhibition's overall standard. The industry rose to meet the stage.
IMPACT
A New Standard for Iranian Trade Events
Expo Fruit 2017 drew international buyers, domestic industry leaders, and media attention that positioned Iran's fruit sector as a modern, export-ready industry.
The event set a new benchmark for how Iran's agriculture sector presented itself — and proved that industrial events could be designed experiences, not just logistical exercises.
