Jalebi Identiti Jenama by Raageshwari Kandaswamy

Jalebi Identiti Jenama by Raageshwari Kandaswamy is a highly esteemed winner of the very prestigious 2022 A' Design Award Besi in Reka Bentuk Grafik, Ilustrasi dan Komunikasi Visual Competition Category.

BesiGrafik· 2022

Jalebi Identiti Jenama

by Raageshwari Kandaswamy

Client: MIT Institute of Design

A' Design Award Besi Winner in Grafik Category

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Verified Award Winner

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

Colors

The Design

About Jalebi Identiti Jenama

Jalebi ialah identiti jenama untuk sebuah jenama aiskrim kontemporari. Perisa aiskrim ini diinspirasikan daripada gula-gula tradisional India. Gaya visualnya merujuk kepada peniaga jalanan yang menjual gula-gula dan makanan ringan yang dibungkus dengan kertas akhbar. Logo ini direka bentuk daripada huruf J dan lingkaran jalebi. Tipografi, warna dan kontras memberikan identiti ini karakter yang biasa namun moden. Identiti ini diaplikasikan pada cawan, kad menu, beg dan topeng untuk mengekalkan penampilan yang konsisten. Kad menu direka dalam bentuk berlapis, dengan lapisan hadapan berupa helaian lut sinar yang melambangkan percampuran budaya.

The Recognition

About the A' Design Award Besi

Jalebi Identiti Jenama ialah pemenang A' Design Award Besi, pengiktirafan yang berprestij yang dianugerahkan kepada reka bentuk yang baik yang memenuhi keperluan profesional dan industri yang dijangka daripada ciptaan yang direka dengan baik. Pemenang Besi menunjukkan kemahiran yang besar, kepakaran yang tinggi, kefahaman pakar dan keupayaan kreatif penciptanya. Jalebi Identiti Jenama diharapkan menjadi ciptaan yang sangat dihargai, dikagumi dan disayangi yang praktikal dan inovatif. Reka bentuk pemenang A' Design Award Besi ini menyepadukan amalan terbaik industri dan mempunyai ciri teknikal yang kompeten yang dikaitkan dengan kepakaran dan bakat. Jalebi Identiti Jenama dihormati kerana ketelitiannya dan direka untuk memberikan peningkatan kualiti hidup yang membantu menjadikan dunia tempat yang lebih baik.

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.