Jalebi Hunaniaeth Brand by Raageshwari Kandaswamy is a highly esteemed winner of the very prestigious 2022 Gwobr Haearn A' Design Award in Graffeg Competition Category.

HaearnGraffeg· 2022

Jalebi Hunaniaeth Brand

by Raageshwari Kandaswamy

Client: MIT Institute of Design

Gwobr Haearn A' Design Award Winner in Graffeg Category

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Colors

The Design

About Jalebi Hunaniaeth Brand

Mae Jalebi yn hunaniaeth brand ar gyfer brand hufen iâ cyfoes. Mae'r blasau hufen iâ yn seiliedig ar felysion traddodiadol Indiaidd. Mae'r arddull weledol yn cyfeirio at werthwyr stryd sy'n gwerthu melysion a byrbrydau sawrus wedi'u lapio mewn papur newydd. Mae'r logo wedi'i dynnu o'r llythyren J ac o dro chwyrlïol jalebi. Mae teipograffeg, lliw a chyferbyniad yn rhoi cymeriad cyfarwydd ond modern i'r hunaniaeth. Cymhwysir yr hunaniaeth ar gwpanau, cardiau bwydlen, bagiau a masgiau er mwyn sicrhau golwg gyson. Mae'r cerdyn bwydlen wedi'i adeiladu mewn haenau, a'r haen flaen yn ddalen dryleu sy'n mynegi cymysgu diwylliannau.

The Recognition

About the Gwobr Haearn A' Design Award

Mae Jalebi Hunaniaeth Brand yn enillydd Gwobr Haearn A' Design Award, cydnabyddiaeth fawreddog a roddir i ddyluniadau da sydd yn bodloni'r gofynion proffesiynol a diwydiannol a ddisgwylir gan greadigaethau wedi'u dylunio'n dda. Mae enillwyr Haearn yn dangos medrusrwydd mawr, arbenigedd uchel, dealltwriaeth arbenigol a gallu creadigol eu crewyr. Disgwylir i Jalebi Hunaniaeth Brand fod yn greadigaeth uchel ei bri, a edmygir ac a anwylir, sydd yn ymarferol ac yn arloesol. Mae'r dyluniad buddugol hwn o Wobr Haearn A' Design Award yn integreiddio arferion gorau'r diwydiant ac mae ganddo nodweddion technegol cymwys wedi'u cysylltu â gwybodaeth ymarferol a dawn. Parchir Jalebi Hunaniaeth Brand am ei drylwyredd ac fe'i dyluniwyd i ddarparu gwelliannau ansawdd bywyd sydd yn helpu i wneud y byd yn lle gwell.

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.