Original Edition”: Hicha and Baran’s Collaboration in Shaping a Brand’s Cultural Narrative
In today’s world, brands are no longer mere providers of goods and services; they are storytellers who, by creating authentic experiences, shape part of the cultural and social identity of society. The “Original Edition” project, a collaboration between Hicha Gallery and Baran Tower, is a clear example of this meaningful approach to branding.
In this project, Hicha’s curatorial team traveled to eight major cities across Iran, carefully selecting exceptional pieces of traditional handicrafts from each region. These works were presented as distinguished artistic gifts to the residents and owners of Baran Tower—gifts that carried not only material value but also cultural narratives and local identity. Each piece was accompanied by a certificate of authenticity, the artist’s story, and the cultural background of its origin city—allowing each recipient to feel as though they were receiving a living fragment of Iran’s heritage.
This approach goes beyond a promotional campaign; it is what branding literature defines as Meaningful Branding. A brand that does not merely aim to sell, but one that earns a cultural place in people’s lives while aligning itself with social values.
Core Values of the “Original Edition” Project
- Preserving and promoting cultural heritage by showcasing authentic handicrafts from each region.
- Supporting local economies and native artisans in target cities.
- Creating a meaningful and lasting cultural experience for the brand’s audience.
The third dimension is the most significant: an experience born from Storytelling Branding and the creation of a true Brand Experience. The audience does not simply receive a gift; they encounter and engage with a cultural narrative. This is precisely where the brand becomes etched into the minds and hearts of its audience.
The “Original Edition” project demonstrated that Corporate Social Responsibility (CSR) is no longer a peripheral activity or a public relations tactic, but rather an investment in the brand’s intangible assets. A brand that keeps cultural heritage alive and becomes part of society’s collective narrative will be remembered as authentic, committed, and deeply cultural.
Ultimately, the future belongs to those brands that engrave their stories not on billboards, but in the hearts of people—and the “Original Edition” project marked a smart step in that very direction.