Jalebi Merkeidentitet by Raageshwari Kandaswamy

Jalebi Merkeidentitet by Raageshwari Kandaswamy is a highly esteemed winner of the very prestigious 2022 A' Design Award i Jern in Grafikk-, Illustrasjons- og Visuell Kommunikasjonsdesign Competition Category.

JernGrafikk· 2022

Jalebi Merkeidentitet

by Raageshwari Kandaswamy

Client: MIT Institute of Design

A' Design Award i Jern Winner in Grafikk 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 Merkeidentitet

Jalebi er en merkeidentitet for et samtidig iskrembrand. Ismakene er basert på tradisjonelle indiske søtsaker. Den visuelle stilen viser til gateselgere som selger søtsaker og snacks innpakket i avispapir. Logoen er hentet fra bokstaven J og fra spiralformen til en jalebi. Typografi, farge og kontrast gir identiteten en gjenkjennelig, men likevel moderne karakter. Identiteten er anvendt på kopper, menykort, poser og masker for et konsistent uttrykk. Menykortet er bygget opp i lag, der det fremste laget er et gjennomskinnelig ark som uttrykker blandingen av kulturer.

The Recognition

About the A' Design Award i Jern

Jalebi Merkeidentitet er vinner av A' Design Award i Jern, en prestisjefylt anerkjennelse som tildeles gode design som oppfyller de profesjonelle og industrielle kravene man forventer av veldesignede skaperverk. Jernvinnere viser stor dyktighet, høy spesialisering, ekspertforståelse og kreativ kapasitet hos skaperne. Jalebi Merkeidentitet forventes å være et høyt ansett, beundret og verdsatt skaperverk som er praktisk og nyskapende. Dette designet, som har vunnet A' Design Award i Jern, integrerer bransjens beste praksis og har kompetente tekniske egenskaper knyttet til kunnskap og talent. Jalebi Merkeidentitet respekteres for sin grundighet og er utformet for å gi forbedringer i livskvalitet som bidrar til å gjøre 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.