Jalebi Brandidentitet by Raageshwari Kandaswamy

Jalebi Brandidentitet by Raageshwari Kandaswamy is a highly esteemed winner of the very prestigious 2022 A' Design Award i Jern in Grafik, Illustration og Visuel Kommunikationsdesign Competition Category.

JernGrafik· 2022

Jalebi Brandidentitet

by Raageshwari Kandaswamy

Client: MIT Institute of Design

A' Design Award i Jern Winner in Grafik Category

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Verified Award Winner

Verify Award Status for #126528

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Jalebi Brandidentitet

Jalebi er en brandidentitet for et nutidigt ismærke. Isens smagsvarianter er baseret på traditionelle indiske sødmer. Det visuelle udtryk trækker på gadesælgere, der sælger sødt og salt indpakket i avispapir. Logoet er udformet med udgangspunkt i bogstavet J og den spiralformede snoning i en jalebi. Typografi, farve og kontrast giver identiteten et genkendeligt, men alligevel moderne præg. Identiteten er anvendt på bægre, menukort, poser og masker for at skabe et sammenhængende visuelt udtryk. Menukortet er opbygget i lag, hvor det forreste lag er et gennemsigtigt ark, der symboliserer sammensmeltningen af kulturer.

The Recognition

About the A' Design Award i Jern

Jalebi Brandidentitet er vinder af A' Design Award i Jern, en prestigefyldt anerkendelse, der tildeles gode designs, som opfylder de professionelle og industrielle krav, man forventer af veldesignede skabelser. Jernvinderne viser stor dygtighed, høj specialisering, ekspertforståelse og kreativ kapacitet hos deres skabere. Jalebi Brandidentitet forventes at være en højt estimeret, beundret og kær skabelse, der er praktisk og innovativ. Dette design, der har vundet A' Design Award i Jern, integrerer branchens bedste praksis og har kompetente tekniske egenskaber knyttet til knowhow og talent. Jalebi Brandidentitet respekteres for sin grundighed og er designet til at levere forbedringer af livskvaliteten, der er med til at gøre verden til et bedre sted.

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.