CHOOB®

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Choob® has been a pioneer in the green wood industry in Iran, producing home and kitchen furniture in Tehran since 2010. They design their furniture from wood that comes from renewable forests.

We designed the identity of Choob® based on an epic poem from the Shahnameh, written by Ferdowsi. It is the story of the battle between the legendary Rustam & the invulnerable Isfandiyar. When Rustam finds himself being defeated against his opponent, he asks his advisor Simorgh, a mythical bird-creature for help. That is when he learns that the only way to win is to make an arrow out of a specific wood, because Isfandiyar, similar to Achilles, has a weakness: his eyes...