Jalebi Марка идентичност by Raageshwari Kandaswamy

Jalebi Марка идентичност by Raageshwari Kandaswamy is a highly esteemed winner of the very prestigious 2022 Желязна награда A' Design Award in Графичен дизайн, илюстрация и визуална комуникация Competition Category.

ЖелязоГрафика· 2022

Jalebi Марка идентичност

by Raageshwari Kandaswamy

Client: MIT Institute of Design

Желязна награда A' Design Award Winner in Графика Category

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Colors

The Design

About Jalebi Марка идентичност

Джалеби е марка идентичност за съвременна марка сладолед. Вкусовете на сладоледа са базирани на традиционни индийски сладкиши. Визуалният стил препраща към уличните търговци, които продават сладкиши и солени лакомства, увити във вестник. Логото е изградено от буквата J и от спиралата на джалеби. Типографията, цветът и контрастът придават на идентичността познат, но същевременно модерен характер. Идентичността е приложена върху чаши, менюта, торбички и маски за постигане на цялостен, последователен визуален облик. Менюто е изградено на слоеве, а предният слой е прозрачен лист, който изразява смесването на култури.

The Recognition

About the Желязна награда A' Design Award

Jalebi Марка идентичност е носител на Желязната награда A' Design Award — престижно признание, присъждано на добри дизайни, които отговарят на професионалните и индустриалните изисквания, очаквани от добре проектирани творения. Желязните победители демонстрират голямо умение, висока специализация, експертно разбиране и творчески капацитет на своите създатели. Очаква се Jalebi Марка идентичност да бъде високо ценено, възхищавано и обичано творение, което е практично и иновативно. Този дизайн, спечелил Желязната награда A' Design Award, интегрира най-добрите отраслови практики и притежава компетентни технически характеристики, свързани с ноу-хау и талант. Jalebi Марка идентичност се радва на уважение заради щателността си и предлага подобрения в качеството на живот, които помагат светът да стане по-добро място.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Jalebi Times is a contemporary ice cream brand. The ice cream flavors embody the traditional sweets from India. The visual style is unique through the street hawker-style, which thrills the audience. The scoops of design bring a "desi" feeling.
Dimensions & Packaging: Ice cream cup : 13 cm * 17 cm
Menu card : 28.5 cm * 15 cm
Tags: Brand Identity, Logo, Identity Design, Ice cream
Production Technology: All the graphics were made in Adobe Illustrator. The visual styles have been printed on different collaterals to give a cohesive look. To express the layering of cultures, the menu card has been designed in layers. The front-most part of the menu card is made of a translucent sheet.
Design Challenge: The project had a goal of giving a street vibe and conveying the message and experience in a whole new world. In this case, the challenge was to understand customers' mindsets and coming up with a story that makes them nostalgic about street food. With the help of the Design process, we came up with a journey that perfectly conveys the emotional message.
Research: Target audience, millennials living in India are bored of existing Ice cream flavours. They are experimental and wish to try fusion in cuisine. India, having a broad and diverse cultural landscape can join hands with Indian sweet flavours to give kick to tastebuds.

The experience is our objective.By tasting our ice-creams, one could feel a sense of astonishment by relating to familiarity.Just like how sweets in India is considered an art,our brand not just sells ice creams, but
also builds experience and craft.

“Twist to your taste” is our USP.The fusion of authentic Indian sweets with ice cream
makes us unique and different from rest.The contemperory ethnic flavors take a special place in your heart.
Inspiration: The concept of Jalebi Times is crafted from my love for Indian flavors and fusion for cultures in India. The packaging design is inspired by street hawkers of Indian streets who sell sweets and savories in newspapers. At Jalebi Times, we understand customers' taste palettes and cravings for new flavors.
Project Duration: The project started in September 15 as a part of college project and finished in October 3rd.
Operation Flow: The brand identity has been extended across packaging so the audience develops a friendship with the brand over a period of time. The brand provides masks and bags for people to carry the essence of the brand beyond ice cream that sparks popularity among the audience.