The concept for this restaurant originated from its location beside the courtyard in the Boston Public Library. Such courtyards, or walled gardens, orgininated in ancient Persia and were called “pairi daeza” in the Avestan language (which is the etymology of the modern word “paradise”). This high-end Persian restaurant is meant to allow patrons to escape the bustle of the city into an exotic, old world paradise, where they can experience a completely rustic and garden atmosphere without having to actually leave the city.

The identity and advertising campaign were inspired by aspects of Persian culture. The colors, lapis and gold, reflect the materials used in pottery and sculptures. The advertising campaign uses imagery of ancient Persian architecture and ingredients from Persian cuisine.

The menu and stationery employ prominent colors (lapis and gold), shapes and patterns from Persian art. The business card design was inspired by Persian carpets.