Handicrafts as a Link between Identity and Branding in Packaging Industry

In this paper researchers give an introduction to concepts of brand and packaging with special attention to packaging designers and industry owners as well as concepts such as green industries and the reduction of environmental pollutants in the world. Incidentally, introducing and expressing handicrafts and features of traditional and indigenous arts of Iran are to be discussed. Here, we examine the possibility of using them in packaging industry in order to identify and promote the brand. In the other part of this article, while pointing to the importance of identity in packaging design, we discuss the importance of the concept of COO and the significance of using cultural and traditional features of Iranian art in such as field.This article is done in descriptive-analytical methodology and on the basis of some extant examples in the world. Handicrafts are divided here into three groups from the perspective of packaging and production costs as follows: cheap (products such as some hand-woven fabrics and traditional prints), fine (products such as mat weaving, simple wooden and ceramic boxes), and expensive (products such as inlaid boxes, special fabrics such as cashmere, etc.).According to the main title of the research, the authors believe that different types of handicrafts can be used as packaging for other products. Retaining their original characteristics, especially cultural potentials, unity and uniqueness; it seems that handicrafts can be used as a complete package by observing their key points such as product protection, identity building, purchase attraction and personalization for industry and business owners.