Saharkhiz is one of the oldest producers of quality saffron in Iran. They came to us to upgrade their image among younger generation which was becoming a dominating segment of the ever dynamic Iranian population. Our findings from an extensive research showed that the older generation still had a strong bonding with the brand while the younger generation spected higher quality image. So, by considering the two major segments, we decided to keep Saharkhiz heritage, but revolutionized the brand look and feel. We also extended the brand to other products with saffron as the main ingredient.