Jalebi Neyekitilistli Tlaixmatilistli by Raageshwari Kandaswamy

Jalebi Neyekitilistli Tlaixmatilistli by Raageshwari Kandaswamy is a highly esteemed winner of the very prestigious 2022 Mahuizolli A' Design Award Tepoztli in Tlacuilolli, Tlacuilolixiptlaliztli ihuan Tlachialtlanonotzaliztli Tlachihchihualiztli Competition Category.

TepoztliTlacuilolli· 2022

Jalebi Neyekitilistli Tlaixmatilistli

by Raageshwari Kandaswamy

Client: MIT Institute of Design

Mahuizolli A' Design Award Tepoztli Winner in Tlacuilolli Category

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Colors

The Design

About Jalebi Neyekitilistli Tlaixmatilistli

Jalebi ye se neyekitilistli tlaixmatilistli īpal se yankuik cepayauhtlaxcalli tlaixmatilli. In cepayauhtlaxcalli īxochiyōtl mopatlani īpan huēhuetlācah Indias tlācualli tzopēlic. In neyekitilistli nezcayotl mocuepa īpan tlanamacaqueh ohtli in quinnamaca tzopēlic huan tlācualli, tlaquentli ītech āmoxtli. In tlanezcayotl motlālia īpan tlahcuilōlmachiyotl J huan īpan in cuīcuiltic malacatl jalebi. In tlahcuilōlli, tlapālli īhuān nēci mochīhua se tlaixmatilli huēyi huan yankuik. In tlaixmatilistli motēca īpan copahtli, menú āmatl, xiquipilli īhuān xāyacatl para se cē tlachiyaliztli. In menú āmatl mochīhua ihcuāc tlātehtēyalōc, īhuān in achtoyōtl tehtēyalōc ye se āmatl temochiyaltic in quīxtia in nepantlahtolli tlācayōtl.

The Recognition

About the Mahuizolli A' Design Award Tepoztli

Jalebi Neyekitilistli Tlaixmatilistli ca in quicuic in Mahuizolli A' Design Award Tepoztli, tlamahuizoliztli tlen momaca in cualli dizayno in quitlalia in tlen monequi ipan tequitl ihuan tlachihualiztli in quimaca in cualli tlachihualli. In quicuicah Tepoztli quinextia in hueyi tlamatiliztli, toltecayotl ihuan ihuelitiliztli intlachihuanime. Ca quinequi in Jalebi Neyekitilistli Tlaixmatilistli ca tlazohtli, mahuiztic, yancuic ihuan motequiuhtia. Ni dizayno in quicuic Tepoztli quihuelitia in tlamatiliztli ihuan quipia chicahualiztli tlen tepoztli. Jalebi Neyekitilistli Tlaixmatilistli quicualtia in nemiliztli ihuan quihuelitia in cemanahuac ica cualli.

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.