Noosh crafted gin, rooted in Iranian heritage, seamlessly blends tradition with modern craftsmanship. Inspired by Persia's rich botanical legacy, it embodies centuries old distillation practices infused with cultural storytelling. Authentic Persian flavors, such as saffron and Persian rose, create a distinctive and sophisticated spirit. More than a beverage, it serves as a cultural artifact, symbolizing the owner's commitment to sharing Iran's traditions with the world, inviting connoisseurs to experience the depth and richness of Persian culture.

TheYaar Studio is an independent creative practice founded by Asal Farshchi and Sogol Zameni. Rooted in graphic design, visual identity, and content creation, the studio values imagination as the heart of its process. For them, creativity is not just a tool, it’s a way of seeing the world differently. The name TheYaar, meaning friend in Persian, reflects their collaborative spirit and deep connection, with each other, their craft, and their audience. TheYaar Studio is a space where ideas grow freely, stories take shape, and design becomes a bridge between brands and meaningful human experience.

Noosh is a craft gin brand inspired by Persian heritage, blending centuries old traditions with modern craftsmanship. Rooted in a deep connection to the land, Noosh carefully selects botanicals such as Persian saffron and Persian rose, ensuring each ingredient embodies both rarity and cultural significance. With a commitment to authenticity, Noosh reimagines traditional Persian flavors through meticulous distillation, offering a refined spirit that extends beyond the glass. More than just a premium gin, Noosh is a celebration of culture and craftsmanship, inviting consumers to experience a journey through flavors deeply tied to Persian storytelling and hospitality. Each bottle represents an immersive experience, where ancient narratives and contemporary innovation meet. Whether introducing these flavors to new audiences or rekindling familiar tastes, Noosh serves as a bridge between tradition and modernity, honoring the past while embracing the future.