Jalebi 브랜드 아이덴티티 by Raageshwari Kandaswamy

Jalebi 브랜드 아이덴티티 by Raageshwari Kandaswamy is a highly esteemed winner of the very prestigious 2022 A' Design Award 철상 in 그래픽, 일러스트레이션 및 시각 커뮤니케이션 디자인 Competition Category.

철그래픽· 2022

Jalebi 브랜드 아이덴티티

by Raageshwari Kandaswamy

Client: MIT Institute of Design

A' Design Award 철상 Winner in 그래픽 Category

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Colors

The Design

About Jalebi 브랜드 아이덴티티

잘레비(Jalebi)는 현대적인 아이스크림 브랜드를 위한 브랜드 아이덴티티다. 아이스크림 맛은 인도의 전통 디저트에서 착안했다. 비주얼 스타일은 신문지에 싸서 단맛과 짠맛의 간식을 파는 거리 노점상에서 영감을 받았다. 로고는 알파벳 J와 잘레비의 소용돌이 형태에서 도출했다. 타이포그래피와 색상, 대비는 이 아이덴티티에 친숙하면서도 현대적인 성격을 부여한다. 아이덴티티는 컵, 메뉴 카드, 백, 마스크에 적용되어 일관된 인상을 완성한다. 메뉴 카드는 여러 겹의 레이어로 구성되며, 맨 앞의 반투명 시트는 문화의 혼재를 표현한다.

The Recognition

About the A' Design Award 철상

Jalebi 브랜드 아이덴티티, 이 작품은 A' Design Award 철상 수상작으로, 잘 디자인된 창작물에 기대되는 전문적·산업적 요건을 충족하는 좋은 디자인에 수여되는 권위 있는 인정입니다. 철상 수상작은 창작자의 뛰어난 기술, 높은 전문성, 전문가다운 이해, 창의적 역량을 보여 줍니다. Jalebi 브랜드 아이덴티티, 이 작품은 높이 평가받고 감탄과 사랑을 받는 창작물로서 실용적이고 혁신적일 것으로 기대됩니다. 이 철상 수상 디자인은 업계 모범 사례를 통합하며 노하우와 재능으로 연결된 유능한 기술적 특성을 갖추고 있습니다. Jalebi 브랜드 아이덴티티, 이 작품은 철저함으로 존중받으며 삶의 질을 개선하여 세상을 더 나은 곳으로 만들도록 디자인되었습니다.

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.